Mobile Content Creation Lab Spotlights First-Person Perspectives of American Culture via Locals, Influencers, and Travelers Alike
Brand USA, the destination marketing organization for the United States, launched United Stories. United Stories is a mobile content creation lab that will travel the United States capturing warm and welcoming stories told from local perspectives. This content will inspire international travelers to visit the USA. Accomplished content creators, storytellers, and influencers will visit various points of interest, events, and attractions across the country in visually arresting vehicles branded with #UnitedStories.
To successfully execute this storytelling strategy, Brand USA has partnered with Beautiful Destinations, the world’s largest tourism community on social media and a global media brand dedicated to capturing best-in-class travel content. The partnership will allow Brand USA to continuously generate content at the speed of consumption and showcase the breadth and depth of the USA like never before.
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To kick-off the campaign, Brand USA is collaborating with French street artist Etienne Bardelli to create a high-impact design for the content creation vehicles. Inspired by iconic American graphics such as state flags and vintage National Park posters, the compelling pattern creates a uniform design instantly identifiable with United Stories as the mobile content creation lab makes its way through the country’s plains, mountains, valleys, deserts, and cities.
“As a nation, we want to share our stories with the world and invite them to experience our people and destinations first-hand. United Stories will help travelers understand places more deeply, meet real people, and uncover local perspectives to activate their wanderlust,” said Tom Garzilli, chief marketing officer of Brand USA. “Global travelers are increasingly looking for local experiences that can’t be found in travel brochures. This campaign is an open invitation to visit the USA, experience the warmth of the American people, and engage with the vast diversity of our destinations. A trip to the United States is perpetually new.”
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United Stories launches in South Dakota, where the town of Belle Fourche, is the geographic center of the United States. This is an ideal epicenter to begin telling unique travel stories around the people, places, and experiences available to international tourists in the USA.
To further amplify the narratives of South Dakota, United Stories has teamed up with six travel influencers who collectively reach an audience of more than 7 million social media followers worldwide. They include:
- Jack Morris, from the UK, @doyoutravel
- Lauren Bullen, from Australia, @gypsea_lust
- Jacob Riglin, from the UK, @jacob
- Jordan Hammond, from the UK, @jordhammond
- Max Muench, from Germany, @muenchmax
- Alyssa Lynch, from Canada, @alyssalynch
The campaign will emphasize that the USA is a collection of places and experiences whose spirit is found in the diversity of its people, as well as those visitors who have explored its culture, roots, and roads.