discover america - Brand USA programs

CASE STUDY
DISCOVER AMERICA
INSPIRATION GUIDE 2015
Explore
BRAND USA 2015 DISCOVER AMERICA INSPIRATION GUIDE
Background
Objectives
Germany
Canada
Strategy
Scandinavia
UK &
Ireland
South
Korea
Austria
Execution
USA
China
E. Europe
Japan
Switzerland
Results
Brand USA’s mission is to
expand the United States’
presence as a top travel
destination for international
visitors. As one of its key
marketing programs, Brand USA
selected Miles to create a
top-of-funnel Inspiration
Guide to entice visitors from
traditional and emerging
markets for the U.S. in 13
editions for distribution in
21 countries.
Taiwan
Mexico
India
Brazil
1.3
$
TRILLION
The equivalent of
one trillion U.S. dollars
is spent annually on
travel throughout
the globe
100
MILLION
The number of
international
visitors the U.S.
wants to welcome
annually by 2021
Hong
Kong
Australia
New
Zealand
100%
Globally, spending on
travel is expected to
double by 2030
BRAND USA 2015 DISCOVER AMERICA INSPIRATION GUIDE
Background
discover america
discover america
Objectives
KANSAS TOURISM
Strategy
CEDAR POINT
discover america
Execution
DE GAUCHE À DROITE,
Le
Penobscot River près
de Mount Katahdin
dans le Maine ; parc
d’attractions Cedar
Point à Sandusky
dans l’Ohio ; pêche
dans le Kansas ;
Canyons Resort à
Park City dans l’Utah
BRIDGET BESAW/MAINE OFFICE OF TOURISM
DE HAUT EN BAS :
Comece sua aventura
DES EXPÉRIENCES EXALTANTES
Encontre um lugar onde suas férias vão lhe encantar, inspirar,
surpreender e deliciar. Essa é uma terra de sonhos, um lugar
cheio de aventuras únicas, paisagens naturais estonteantes e
espaços amplos a céu aberto. Aqui você encontrará culturas
vibrantes, cidades com uma energia que não para e pessoas
acolhedoras dispostas a compartilhar o melhor do país com
você. Tudo isso espera por você aqui nos Estados Unidos. 
DiscoverAmerica.com
The Discover America Inspiration
Guide supports Brand USA’s
messaging, while showcasing
the diversity of our country and
its people.
11
DONNIE SEXTON
Guide officiel des États-Unis
Grinnell Lake,
Parque Nacional de Glacier,
Montana
6
Guia Oficial dos EUA
DiscoverAmerica.com.br
7
Strände & Inseln | In der Natur
Ultimately, the goal was to reach
a significant number of travel
influencers and consumers
through both the printed and
digital guides.
STRÄNDE &
KINDRA CLINEFF
INSELN
THE PUERTO RICO TOURISM COMPANY
10
Descubra os Estados Unidos
como nunca antes.
CANYONS RESORT
Que ce soient les grisantes descentes en eau vive des rapides du Maine, du Colorado et de la
Caroline du Nord ou les hurlements de joie poussés du haut des montagnes russes de Cedar Point
dans l’Ohio, les États-Unis vous réservent de multiples aventures à sensations fortes. Faites-vous
plaisir en dévalant les pentes de poudreuse dans l’une des prestigieuses stations de ski des ÉtatsUnis. Défiez la gravité sur le Hualapai Tribe’s Skywalk, sorte de passerelle horizontale qui dépasse
de 21 mètres le bord du Grand Canyon dans l’Arizona. Faites l’expérience de la vie sous-marine
avec le SeaWalker Tour à Guam, où les visiteurs équipés de casques spéciaux peuvent marcher au
fond de l’océan. Appréciez la sérénité d’une traversée à la voile de la Narragansett Bay à Rhode
Island. Attrapez un gros poisson dans le Kansas. Savourez la délicieuse sensation des flocons de
neige tombant sur vos épaules pendant que vous vous relaxez dans les sources naturelles d’eau
chaude du Wyoming, du Montana, du Colorado et de l’Idaho. Sentez l’énergie exubérante des
carnavals aux États-Unis, dans les Iles Vierges américaines, de la Fantasy Fest à Key West, en
Floride ou du Mardi Gras à la Nouvelle-Orléans en Louisiane. À pied ou à vélo, parcourez la piste
légendaire Maah Daah Hey Trail dans le Dakota du Nord et vivez une véritable aventure. ■
LAUSCHEN SIE DEM LEISEN FLÜSTERN DER WELLEN,
Martha’s Vineyard,
Massachusetts; Little Palm Island, Florida;
Sun Bay, Vieques, Puerto Rico
VON LINKS NACH RECHTS:
SAMMY TODD DYESS
Results
Brand USA’s goal was to create
a stunning inspiration piece to
encourage international visitors
to consider the U.S. for their
next vacation.
discover america
tauchen Sie Ihre Füße in goldenen Sand oder bauen Sie eine riesige Sandburg
mit Ihren Kindern – in einem Strandurlaub in den USA dreht sich alles um die
einfachen Freuden im Leben. Freuen Sie sich auf einige der besten Traumstrände
der Welt, von den mit Palmen gesäumten Stränden im tropischen Puerto Rico
bis zu den dramatischen, felsigen Küstenabschnitten von Washington State,
Oregon und Kalifornien. Für einen romantischen Urlaub mit viel Sonnenschein ist
Florida mit seinen Inseln Sanibel, Amelia oder Honeymoon genau das Richtige.
Oder entspannen Sie in den smaragdgrünen Gewässern von Nordwest-Florida.
Schwimmen, schnorcheln oder tauchen Sie bei einem exotischen mikronesischen
Strandurlaub auf Guam oder den Nördlichen Marianen. Genießen Sie unbeschwerte
Sommer- und Badetage an den erfrischenden, kristallklaren Great Lakes.
Verbringen Sie eine Woche am Strand in der hübschen, viktorianischen Stadt
Cape May in New Jersey oder entdecken Sie die 65 Kilometer langen Strände
der Cape Cod National Seashore in Massachusetts mit unberührten Dünen
und idyllischen Leuchttürmen. Erleben Sie die friedliche Abgeschiedenheit der
wunderschönen Golden Islands von Georgia oder spüren Sie die sprudelnde
Lebensfreude von Myrtle Beach in South Carolina. 
WEITERE INSPIRATIONEN FÜR STRANDURLAUBE FINDEN SIE AUF DE.DISCOVERAMERICA.COM
60
Offizieller Reiseführer für die USA
de.DiscoverAmerica.com
61
Editorial content from
the 2015 Inspiration Guide
BRAND USA 2015 DISCOVER AMERICA INSPIRATION GUIDE
Background
Objectives
Inspiration Guide covers for
France, Germany and China
DIS
COV
ER
AMER
ICA
Strategy
Execution
Results
文版
Our team differentiated this product
in the marketplace by creating a
top-of-funnel inspiration piece. Its
job is not to be the “how-to guide”
to visiting the U.S., since these
publications can be readily
found in most of the target
international countries.
繁體中
The key strategy for the Discover
America Inspiration Guide was to
showcase the United States as a
land of amazing and unique travel
experiences. Brand USA’s tagline
“Discover this land, like never before.”
was the theme for the guide.
神奇的
美國探
索之旅
BRAND USA 2015 DISCOVER AMERICA INSPIRATION GUIDE
Background
EXPLORE LA
Objectives
INCREÍBLE NATURALEZA
Disfrute de nuestros grandes
espacios abiertos
Strategy
Execution
PURE MICHIGAN
Results
Faro Point Iroquois,
Brimley, Michigan
16
17
Content showcased unique and authentic
U.S. travel experiences.
문화
Hawai‘i
하와이
알로하�정신이�스며든�하와이의
풍부한�복합�문화를�발견해보세요
Hawai‘i,
O‘AHU

Die
hawaiianischen
Inseln bieten
einige der
schönsten,
einzigartigsten
Strände der
Welt. Hier
sehen Sie einen
Sandstrand auf
O‘ahu.
Großartige
Natur
 훌라춤을�추고�있는�아이들
 Parque Estatal Bahía Honda

Utah, CANYONLANDS NATIONALPARK
Besucher der Island in the Sky genießen auf
über 300 Metern Höhe einen großartigen Blick
über den Canyon.
fla-keys.com
DiscoverAmerica.mx/floridakeys
10
DiscoverAmerica.mx
65
136
 다이아몬드�헤드�부근의�아웃리거�카누
Offizieller Amerika-Reiseführer
미국 공식 여행 안내 책자
 레이�만들기
HAWAI‘I TOURISM AUTHORITY
HEEB PHOTOS/ESTOCK PHOTO
DANA EDMUNDS
TOR JOHNSON
Una semana o más en Los Cayos de Florida,
con su belleza natural, pesca y buceo de clase
mundial, las aventuras ecológicas, su rica historia
y la buena cocina de la isla, es exactamente
lo que necesita su explorador interior. Reme
por aguas cristalinas pasando por cayos
deshabitados, maravíllese con la vida marina
y las aves de playa; y contemple la inspiración
de gran parte de las obras de arte de las islas.
휴가�모험
ﾠ하와이� 섬에서� 활화산으로부터� 나온� 녹은
용암이� 바다로� 흘러가는� 모습을� 경외심과� 함께
감상해보세요.
ﾠ아웃리거� 카누를� 타고� 와이키키� 비치를� 향해
가는�경주를�하며�심장�박동을�느껴보세요.
ALASKASTOCK/MASTERFILE
Cayos de Florida
eBook
문화
하와이의�다양한�문화는�그�언어와�음악, 미술, 연극, 무용, 요리에서
나타납니다. 화가의� 붓� 놀림, 훌라� 무희의� 손이� 그려내는� 유연한
활� 모양, 슬랙� 키� 기타의� 부드러운� 선율을� 통해� 우아하게� 전달되는
따뜻하고� 관대한� 알로하� 정신을� 만나보세요. “파니올로(카우보이),
중국�용, 불�춤�무용수들, 민족�축제와�음식�축제�등을�통해�하와이의
문화는� 더욱� 활기를� 띱니다. 일년� 내내, 활기찬� 퍼레이드와� 길거리
축제, 음식� 및� 공예품� 전시, 콘서트와� 가족� 문화� 활동들을� 만날
Einst 훌라�
war경연�
Amerika
von unberührter
수� 있습니다.
대회의� 올림픽이라고�
할� 수� 있는� 메리
모나크�
페스티벌(Merrie
Monarch Heute
Festival)이�haben
열리는� 봄철에�
Wildnis
geprägt.
Sie빅die
아일랜드를�방문한다면�축제를�꼭�접해보세요. 유명한�서핑의�아버지
die atemberaubenden
듀크�Möglichkeit,
카하나모쿠(Duke Kahanamoku)로부터�
대대로� 전수받은
서핑�Naturlandschaften
강사들인� 와이키키� 비치� 보이스(Waikīkī
Beach Boys)들과
zu entdecken.
함께�아웃리거�카누�서핑으로�와이키키�해변을�즐겨보세요. 농장과
목장� 도보� 관광을� 떠나서� 지역� 셰프들의� 손을� 거쳐� 걸작� 요리로
탄생한�신선한�농작물과�생선, 고기를�맛보세요. 아니면, 현지인들이
가장� 좋아하는� 가득� 쌓은� 플레이트� 런치를� 간편하게� 먹어볼� 수도
있습니다.
Para los exploradores modernos, no
hay lugar como Los Cayos de Florida.
See
Großartige Natur
Minnesota, BOUNDARY WATERS WILDERNESS
Mehr als 1.000 Seen in abgeschiedener Wildnis, ein wahrlich
großartiger Ort zum Kajakfahren und Fischen.
HEEB PHOTOS/ESTOCK PHOTO
LOS CAYOS DE
FLORIDA Y KEY WEST

HAWAI‘I TOURISM AUTHORITY (HTA)/JOE SOLEM
Großartige Natur
playas e islas | la increíble naturaleza
CHARLIE MUNSEY/CORBIS
The guide contains no display ads
for its primary participants: state
and regional destinations. Instead,
destinations had the opportunity to
purchase sponsored space, created
by editors and designers to fit
cohesively with the content and
mission of the publication.
DiscoverAmerica.mx
THE FLORIDA KEYS & KEY WEST (MONROE COUNTY TDC)
To successfully execute the
strategy, we used stunning visual
imagery, and promoted the four
Brand USA Marketing Pillars
(Great Outdoors, Culture, Urban
Excitement and Indulgence),
focusing on experiential travel.
Guía oficial de los Estados Unidos de América

Alaska, JUNEAU
ﾠ세계적으로� 유명한� 오아후(O‘ahu)의� 노스
쇼어에서 6m에� 달하는� 파도를� 타는� 전문
서퍼들을�구경해보세요.
In den Küstengewässern Alaskas gibt es
Schwert- und Buckelwale, die
über die
ﾠ유명한�하와이�셰프가�준비한�하와이�지역�요리의
Inside Passage hierher ziehen.
다채로운�풍미를�맛보세요.
 카메하메하�왕의�동상, 호놀룰루
15_BUSA_FPE_Hawaii_SK.indd All Pages
Partner content was designed to promote destinations seamlessly within the editorial strategy.
gohawaii.com/kr
www.DiscoverAmerica.com
DiscoverAmerica.co.kr/hawaii
DiscoverAmerica.co.kr
11
137
2/26/2015 11:17:57 AM
BRAND USA 2015 DISCOVER AMERICA INSPIRATION GUIDE
Background
International Visitation Is Up!
Objectives
Visitor arrivals to the U.S. increased 4.5% in 2013 due to Brand USA’s marketing efforts.
As the official travel guide to the USA, the Discover America Inspiration Guide is a
key marketing component of Brand USA’s overall strategy.
Strategy
Execution
ddy and
Winner of A ards
HSMAI aw
Results
stination
Over 230 deants
particip
s!)
The Miles/Brand USA team
created an inspiration guide
depicting the excitement,
breadth and diversity of travel
experiences in the U.S.
in
00% growth
(more than 2
The team exceeded goals for
industry participation, with more
than 230 destinations and travelrelated businesses participating.
The revenue goal was met
through sponsored content that
supported the brand.
sure
Digital expo ooks
B
through 13 e
The guide was distributed to
travel influencers and consumers
worldwide, in print and digital
versions. More than 100 million
digital impressions promoted
the guide.
2 year
in
distributed
s
ie
p
o
c
K
0
55
to travel
21 countries consumers
and
influencers
0 million
More than 10ressions
digital imp
vs. 2013)
in 2016
distribution
al
it
ig
d
e
th
(3X
NEW IN
2016
A new American Welcome Experiences section will open the guide, sharing stunning photography and
memorable travel experiences from real people! Plus, in 2016, destination content will be organized by
region, rather than by interest pillar, providing context to guide international travelers to your destination!