Brand USA, the official tourism marketing agency for the US, and youth tour operator STA Travel has announced agreement of a $4m deal to promote the USA over the next two years.
The campaign has launched in the UK, northern and central Europe, Asia, Australasia and South Africa with a competition for three lucky individuals to win a road trip to the land of the free.
Each winner will be joined by a professional film crew for the ride in an effort to get beneath the skin of the country and identify what makes the North American country such a unique destination.
The campaign will principally feature online across a range of social media and digital platforms as well as college campuses and STA Travel retail stores.
STA Travel chief executive John Constable said: “We’ve seen the popularity and demand for the USA grow exponentially over the past five years and see this as an opportunity to carve out a unique proposition about USA to the youth audience.”
Brand USA chief executive Chris Thompson said: “The youth market is an important target for the USA as a travel destination; those travellers who visit us now will in future become our repeat visitors, returning to the USA year after year. We work hard with our Partners to ensure Brand USA reaches a wide and diverse audience and we hope that through this partnership the youth market will enjoy discovering this land, like never before.”