Thursday, October 3, 2024
USA Tourism is taking heart stage with new promoting campaigns, because the Illinois Workplace of Tourism and Model USA group up with Expedia Group’s journey media community to drive international consciousness and increase journey to the USA. These partnerships leverage the complete spectrum of Expedia Group’s promoting channels, together with on-site advertisements, its B2B community, and modern offsite alternatives reminiscent of out-of-home placements, social media campaigns, and related TV advertisements.
Expedia Group’s journey media community goals to function a complete promoting platform, offering vacation spot advertising organizations with the instruments to achieve high-intent vacationers by means of international attain, detailed traveler insights, and cutting-edge media capabilities. By means of these efforts, each Illinois and Model USA search to draw a broader viewers, positioning the U.S. as a prime journey vacation spot.
“Illinois has so much to offer, from its scenic byways to cultural touchstones, and we’re thrilled to bring the state’s wonder to more travelers,” mentioned Daniel Thomas, deputy director of the Illinois Division of Commerce & Financial Alternative, Workplace of Tourism. “While the campaign is still underway, we have seen a huge impact on driving interest in the state. In just three months, we’ve seen nearly 100,000 attributed travelers experience Illinois for its many points of interest and diverse landscape.”
Illinois Tourism’s “Middle of Unexpected” Marketing campaign
The Illinois Workplace of Tourism has utilized Expedia’s journey media community to launch its “Middle of Unexpected” marketing campaign, which ran from April to September 2024. This initiative aimed to spotlight Illinois’ distinctive and lesser-known locations past Chicago, focusing on each home and worldwide vacationers. The marketing campaign reached audiences in Canada, Mexico, the U.Okay., Germany, Australia, and New Zealand, with the purpose of attracting a brand new wave of tourists.
“We’re thrilled to continue our long-standing collaboration with Expedia Group through this latest, data-backed campaign,” mentioned Susan Zachar, senior director of Model, Model USA. “As the nation’s destination marketing organization, Brand USA leads the effort to attract international visitors while driving innovation in reaching global travelers. By optimizing existing and leveraging new technologies, we ensure that travelers have the knowledge and access to fully experience the diversity and breadth of the United States.”
“Our research shows that travelers view an average of 141 pages of travel content in the 45 days before booking a trip, and nearly 3 in 5 travelers don’t have a specific destination in mind or have considered multiple destinations,” says Rob Torres, SVP of Media Options at Expedia Group, “With the increasingly complex travel purchase journey, we’re focused on driving campaigns that make the media buying experience simple and effective. We’re grateful for partners that trust in our travel media network and its ability to deliver compelling results by connecting them with travelers when it matters most.”
By June 2024, the marketing campaign had pushed practically $27 million in gross bookings, generated 16 million impressions, and obtained 40,000 web page views within the U.S. alone. This spectacular efficiency underscores the facility of leveraging digital media and strategic partnerships to draw vacationers.
Key parts of the “Middle of Unexpected” marketing campaign embody:
Customized Video Content material: Movies displayed throughout related TV (CTV) and social media platforms drove customers to a {custom} microsite the place vacationers may browse locations and e book journeys.
Provide Optimization: New partnerships with Expedia Group’s resort and exercise suppliers helped promote discounted charges through the marketing campaign, incentivizing journey to Illinois.
Journey Agent Concentrating on: Campaigns had been developed for journey brokers within the U.S. and U.Okay. by means of Expedia’s Journey Agent Affiliate Program (TAAP), providing webinars and in-person occasions to spice up consciousness of Illinois tourism. An in-person occasion was additionally held within the U.Okay. to advertise Illinois as a premier vacation spot for worldwide vacationers.
Model USA’s “A Somewhere for Everyone” Marketing campaign
Model USA is launching its “A Somewhere for Everyone” marketing campaign in November 2024, operating by means of early 2025. This marketing campaign goals to draw vacationers from Japan, Canada, and different international markets, selling the varied array of locations, cultures, and experiences obtainable within the U.S.
The marketing campaign highlights the next components:
Customized Movie Manufacturing: A movie produced by Expedia’s in-house inventive group follows a household on an off-the-beaten-path highway journey from San Francisco to Oregon. The story is designed to showcase the enjoyment and journey of discovering hidden gems within the U.S., interesting to worldwide vacationers looking for distinctive experiences.
Video Content material on A number of Platforms: The marketing campaign will show video content material throughout digital-out-of-home (DOOH) placements, paid social media, YouTube, and related TV to seize the eye of a broad viewers.
Interactive Microsite: A custom-built microsite will permit vacationers to create customized, auto-generated “tri-tineraries” primarily based on their preferences, that includes three U.S. locations tailor-made to their chosen “vibe.” These itineraries will be absolutely booked immediately by means of the microsite, offering a seamless planning expertise.
As well as, Model USA will likely be one of many first vacation spot advertising organizations to make use of Journey Outlets, a groundbreaking function on the Expedia app. This primary-of-its-kind shoppable storefront permits creators and types to share their journey suggestions, highlighting must-see experiences, lodging, and actions. Vacationers can browse these curated alternatives and e book their journeys immediately by means of the app, providing an modern, immersive method to plan and expertise U.S. journey.
Increasing International Attain with Modern Instruments
By means of these partnerships, Expedia Group is demonstrating its means to offer vacation spot advertising organizations with an unparalleled mixture of world attain and deep traveler insights. These campaigns not solely assist to advertise journey to Illinois and throughout the U.S. but additionally present an modern mannequin for a way tourism boards can use digital platforms to attach with high-intent vacationers in each home and worldwide markets.
The mixture of focused digital content material, {custom} microsites, in-person occasions, and journey agent outreach highlights the expansive toolkit obtainable to entrepreneurs by means of Expedia Group’s journey media community. Whether or not by means of dynamic video campaigns or customized journey itineraries, these initiatives are designed to raise the U.S. tourism expertise, making it simpler for international vacationers to find and e book their excellent journey.
By tapping into Expedia’s huge community and its means to combine promoting throughout platforms, Illinois Tourism and Model USA are main the way in which in creating impactful, far-reaching campaigns that showcase the perfect of what the U.S. has to supply. These efforts not solely drive financial development by means of elevated tourism but additionally reinforce the U.S.’s place as a prime international vacation spot for vacationers from all walks of life.
