As the destination marketing organization for the United States, Brand USA aimed to increase international visitation, boost travel spending, and enhance brand perception among APAC travelers, including those from China, India, Japan, South Korea, and Australia. Additionally, the organization sought to drive interest in tier 2 and lesser-known destinations across the country.
To achieve these objectives, Brand USA launched the "Experience It All" campaign—a strategic marketing initiative designed to showcase adventurous, niche, and off-the-beaten-path experiences across the U.S. through engaging organic content and targeted paid media strategies.
In partnership with Helios Worldwide, Brand USA executed a multi-channel integrated campaign across the APAC region. This collaboration involved working with publishers and engaging influencers and content creators to travel to the United States and document their journeys—from their arrival at U.S. airports to the diverse destinations they explored. The resulting content was strategically distributed across a mix of organic and paid social media platforms, as well as out-of-home channels.
To maximize reach and impact, the campaign leveraged social media platforms such as Instagram, RED, Douyin, Naver, and Youtube as well as publishers such as Nikkei, Cosmopolitan, and The Guardian.. This approach not only amplified the voices of influencers but also provided curated inspiration for potential travelers, guiding them in planning their next U.S. adventure.
Helios Worldwide & Brand USA: Experience It All Campaign
Helios Worldwide’s strategic partnerships with local publishers played a pivotal role in the success of "Experience It All," a campaign designed to showcase the vastness and diversity of travel experiences across the United States. From luxury escapes to outdoor adventures and vibrant cityscapes, the campaign spotlighted both iconic attractions and lesser-known destinations to inspire APAC travelers.
To achieve maximum reach and engagement, Helios and Brand USA implemented a multi-channel marketing strategy that combined paid media, social media amplification, influencer collaborations, out-of-home advertising, celebrity partnerships, giveaways, and microsites. This holistic approach ensured high visibility across multiple touchpoints while leveraging native content creators and celebrities to enhance authenticity and credibility.
Influencer-Driven Content & Regional Targeting
A key pillar of the campaign was influencer collaborations. Helios Worldwide and Brand USA partnered with high-impact local influencers across APAC, sending them to diverse U.S. locations—including the East, West, South, and Midwest—to create compelling, first-hand content. Influencers documented their journeys at destinations like Austin, Texas, sharing insights and recommendations tailored to their audiences. Their content was repurposed into social media posts, short-form videos, and long-form articles placed across key media outlets, and personal influencer accounts.
To maximize reach, the content was boosted through paid media placements, ensuring targeted exposure. This approach not only expanded engagement but also drove conversions by integrating authentic travel narratives with strategic call-to-actions.
Social Engagement & Interactive Campaign Elements
To further encourage participation, the campaign incorporated social media giveaways and interactive microsites. Travelers were invited to share content using a campaign-specific hashtag, entering for a chance to win free flights and travel experiences. This strategy not only drove user engagement but also created a ripple effect of organic social sharing.
Microsites were another cornerstone of the campaign, providing travelers with curated itineraries, exclusive flight deals, and accommodation offers. Celebrity Key Opinion Leaders (KOLs) such as Kang Min Kyung (South Korea) and Kiki (China) created promotional videos for millions of followers, spotlighting destinations like Seattle and Chicago. Their endorsements significantly boosted traction, leading to increased interest in U.S. travel.
Premium Media Placements & Out-of-Home Visibility
The campaign secured placements in top-tier publications such as Nikkei, Cosmopolitan, and the Guardian featuring editorial content that seamlessly integrated KOL storytelling. Video content was embedded within these articles, enriching the reader experience and inspiring travelers with immersive visuals. Paid advertisements on publisher websites further amplified traffic to these microsites, reinforcing brand awareness and facilitating direct trip bookings.
To extend offline reach, Helios partnered with local vendors in South Korea to showcase the campaign through high-impact billboards in major train stations, seamlessly integrating U.S. travel inspiration into commuters’ daily routines.
Impact & Success
Through a strategically layered approach, Helios Worldwide and Brand USA successfully elevated U.S. travel awareness across APAC, increased engagement through localized influencer content, and converted interest into tangible bookings—all while creating an enduring connection between travelers and U.S. destinations.
China
The campaign in China generated significant U.S. product sales, marking notable year-over-year and month-over-month growth. Strong room bookings on Ctrip and Fliggy contributed to this success. The campaign reached a wide audience, driving substantial impressions, video views, and clicks, while Kiki’s endorsement played a crucial role in boosting engagement and increasing site traffic.
South Korea
In South Korea, Kang Min Kyung’s video on Chicago attracted a large viewership and led to a surge in flight and hotel bookings. The video also resulted in organic coverage from premium media outlets across the country. Microsites featuring curated travel tips and exclusive discounts saw high conversion rates, while billboard ads at major transit hubs further increased visibility and site traffic.
India
In India, the collaboration with India Today positioned the U.S. as a must-visit destination. Wellness travel videos performed well, and articles highlighting New Orleans gained strong readership. Display ads exceeded expectations, delivering more impressions than estimated and driving increased traffic to campaign sites.
Japan
The campaign with Nikkei in Japan surpassed expectations, generating engagement well above projected targets. Untargeted native content significantly outperformed impression goals, demonstrating the strategic value of leveraging Nikkei’s premium inventory to drive bookings and site visits.
Australia
In Australia, the campaign with the Guardian generated strong engagement, leading to an increase in site traffic and bookings. Content focusing on nature resonated well with audiences, driving high video viewership and click-through rates. The collaboration with the Guardian resulted in a notable rise in engagement from Australian travelers.
