Programs & Opportunities

All Programs

Co-op marketing programs make up the majority of our marketing efforts by delivering an array of options to increase awareness, visitation and spend. These opportunities allow partners of all sizes to participate in the way we promote travel experiences in the United States.

Brand USA Activation programs are consumer facing, cooperative marketing opportunities that include a booking component. Participants featured in these programs can expect to receive specific booking information and metrics upon completion of the marketing campaign.

Brand USA Consumer Media programs are cooperative marketing opportunities run in partnership with leading international consumer media companies. They are B2C and generate awareness and interest in travel to the US.

Brand USA Content & Distribution programs are cooperative marketing opportunities that allow Brand USA and its partners to create and disseminate video and written content across various media channels.

Brand USA Trade-Focused programs are cooperative marketing opportunities that are not just B2C, but also B2B. They reach the trade via media, events or PR channels, and may include a tour operator component.

View Programs by Market
Adara Affinity Program
Ongoing
Adara is a travel technology company that helps destinations by providing the data and measurement tools they need to boost engagement and drive growth. Adara offers Brand USA data-driven travel-intent digital marketing campaigns with timely search and booking insights.
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Air Canada Vacations
Ongoing
Brand USA's partnership with Air Canada Vacations promotes U.S. destinations to Canadian travelers utilizing Air Canada Vacations’ marketing channels.
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Canada Loyalty Marketing Program
Ongoing
Brand USA has partnered with AIR MILES, Canada’s most recognized loyalty program, to provide a full funnel activation program in the Canada.
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CANUSA Program
Ongoing
CANUSA is the largest specialized tour operator in Germany for the U.S. and offers the ability to reach its strong German travel audience to inspire and encourage travel to U.S. destinations through a variety of marketing tactics. CANUSA provides its clients with customizable travel packages and utilizes a travel agent team that works individually with each customer on their unique itinerary. 
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Expedia Affinity Program
Ongoing
Expedia Group Media Solutions is a global travel advertising platform connecting marketers with hundreds of millions of travelers across the Expedia Group brands. It offers access to Expedia Group traveler search and booking data for actionable insights, sophisticated targeting, and reporting from awareness to conversion. It’s full-funnel suite of solutions allows Brand USA to inspire, engage, and convert travelers worldwide for meaningful results. 
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Family Traveller Program
Ongoing
Family Traveller is a multi-platform, award-winning, lifestyle brand which targets parents via inspiring content reaching 500,000 UK households per month across print, website, email and social media. Family Traveller’s target audience is 28 to 50 year-old affluent mothers with children aged 0 to 15 years. 
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Hays Travel Program
Ongoing
Hays Travel is the UK’s largest independent travel agency and offers its clients all-inclusive, long-haul, and luxury getaways as well as tailor-made packages. 
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Helloworld
Ongoing
Helloworld is Australia’s largest group of independently owned travel professionals. Helloworld and its wholesale brand, Viva Holidays, offer the unique opportunity to reach Australians with tailored strategic marketing campaigns.
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Hotelbeds Affinity Program
Ongoing
Hotelbeds is the world’s leading B2B travel distributer. It contracts hotels and activities in almost every destination and distributes them to their client network in over 130 source markets. Hotelbeds reaches 200k Travel Agents and 60k Strategic Partners made up of Tour Operators, Points & Loyalty Programs, Airline Packages, and Employee Benefits.
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Interactive Travel Guide
Ongoing
Brand USA's Interactive Travel Guide is a dynamic, mobile-first platform featuring actionable travel ideas and backed by targeted distribution. 
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Lastminute.com Affinity Program
Ongoing
lastminute.com was the first OTA in the UK and is now a well-known and trusted brand across Europe, operating in 40 countries (17 languages) with 60 million unique users per month. lastminute.com works with partners to target specific travel audiences using its 1st party data. It utilizes innovative media formats across the web to raise awareness and drive sales to destinations. 
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Optimized Audience Fall 2024 Campaign: Canada
Using multiple touch points to influence behavior, this full-funnel campaign allows Brand USA to reach travelers while they are planning travel by leveraging Brand USA’s proprietary audience of pre-qualified visitors across multiple markets.
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Optimized Audience Fall 2024 Campaign: Mexico
Using multiple touch points to influence behavior, this full-funnel campaign allows Brand USA to reach travelers while they are planning travel by leveraging Brand USA’s proprietary audience of pre-qualified visitors across multiple markets.
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Optimized Audience Spring 2025 Campaign: Australia
Nov 08, 2024
Using multiple touch points to influence behavior, this full-funnel campaign allows Brand USA to reach travelers while they are planning travel by leveraging Brand USA’s proprietary audience of pre-qualified visitors across multiple markets.
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Optimized Audience Spring 2025 Campaign: Brazil
Nov 08, 2024
Using multiple touch points to influence behavior, this full-funnel campaign allows Brand USA to reach travelers while they are planning travel by leveraging Brand USA’s proprietary audience of pre-qualified visitors across multiple markets.
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Optimized Audience Spring 2025 Campaign: Canada
Nov 15, 2024
Using multiple touch points to influence behavior, this full-funnel campaign allows Brand USA to reach travelers while they are planning travel by leveraging Brand USA’s proprietary audience of pre-qualified visitors across multiple markets.
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Optimized Audience Spring 2025 Campaign: Germany
Nov 15, 2024
Using multiple touch points to influence behavior, this full-funnel campaign allows Brand USA to reach travelers while they are planning travel by leveraging Brand USA’s proprietary audience of pre-qualified visitors across multiple markets.
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Optimized Audience Spring 2025 Campaign: India
Nov 08, 2024
Using multiple touch points to influence behavior, this full-funnel campaign allows Brand USA to reach travelers while they are planning travel by leveraging Brand USA’s proprietary audience of pre-qualified visitors across multiple markets.
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Optimized Audience Spring 2025 Campaign: Japan
Dec 20, 2024
Using multiple touch points to influence behavior, this full-funnel campaign allows Brand USA to reach travelers while they are planning travel by leveraging Brand USA’s proprietary audience of pre-qualified visitors across multiple markets.
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Optimized Audience Spring 2025 Campaign: South Korea
Dec 06, 2024
Using multiple touch points to influence behavior, this full-funnel campaign allows Brand USA to reach travelers while they are planning travel by leveraging Brand USA’s proprietary audience of pre-qualified visitors across multiple markets.
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Optimized Audience Spring 2025 Campaign: UK
Nov 15, 2024
Using multiple touch points to influence behavior, this full-funnel campaign allows Brand USA to reach travelers while they are planning travel by leveraging Brand USA’s proprietary audience of pre-qualified visitors across multiple markets.
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Optimized Audience Winter 2025 Campaign: Colombia
Sep 27, 2024
Using multiple touch points to influence behavior, this full-funnel campaign allows Brand USA to reach travelers while they are planning travel by leveraging Brand USA’s proprietary audience of pre-qualified visitors across multiple markets.
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Optimized Audience Winter 2025 Campaign: France
Using multiple touch points to influence behavior, this full-funnel campaign allows Brand USA to reach travelers while they are planning travel by leveraging Brand USA’s proprietary audience of pre-qualified visitors across multiple markets.
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Optimized Audience Winter 2025 Campaign: Germany
Using multiple touch points to influence behavior, this full-funnel campaign allows Brand USA to reach travelers while they are planning travel by leveraging Brand USA’s proprietary audience of pre-qualified visitors across multiple markets.
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Optimized Audience Winter 2025 Campaign: Mexico
Sep 13, 2024
Using multiple touch points to influence behavior, this full-funnel campaign allows Brand USA to reach travelers while they are planning travel by leveraging Brand USA’s proprietary audience of pre-qualified visitors across multiple markets.
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Optimized Audience Winter 2025 Campaign: UK
Using multiple touch points to influence behavior, this full-funnel campaign allows Brand USA to reach travelers while they are planning travel by leveraging Brand USA’s proprietary audience of pre-qualified visitors across multiple markets.
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PriceTravel Program
Ongoing
Brand USA is partnering with PriceTravel, one of the most recognized and innovative OTAs in Mexico, to create multi-platform marketing campaigns to increase exposure in the Mexico market.
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Rogers Sports & Media
Ongoing
Brand USA harnesses the power of Rogers Sports & Media's best-in-class TV networks to inspire Canadians to travel the US.
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Sojern Affinity Program
Ongoing
Sojern is a leading digital marketing platform built for travel marketers. Powered by superior artificial intelligence, data science, and traveler intent data, Sojern provides multichannel marketing solutions to engage and convert travelers for all travel marketers including 300+ destination partners around the world. Sojern offers digital campaigns that utilize real time travel intent data to help target people who are actively searching and booking their next trip, and provides unique market insights, website analytics, and Economic Impact Reports.
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Ströer Media
Ongoing
Ströer is one of the leading media companies in Germany; offering a strong portfolio of brands for digital content and advertising as well as an extensive out-of-home signage network. 
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Televisa
Ongoing
Brand USA has created special opportunities to influence Mexican travelers through key television and digital channels.
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The Telegraph
Ongoing
Brand USA's Telegraph program is a multi-faceted, content-driven program that reaches millions of potential travelers through exposure in the UK’s number one quality news brand and travel publisher.
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The Times of India
Ongoing
The Times Group is one of India's largest media conglomerates and reaches more than 50% of India’s consumer population, with an audience of over 250 million annually. 
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Travelbag Tour Operator Program
Ongoing
Travelbag is a tour operator that specializes in creating tailor-made holiday packages to a range of US destinations exclusively for UK customers for over 40 years. In addition to its online platform, Travelbag also offers a call center and retail shops for their customers to connect with travel agents on building custom itineraries.
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Travelweek Canada Program
Ongoing
Travelweek is Canada’s best-read and most trusted source for travel industry news, committed to delivering in-depth and relevant news coverage to Canadian travel professionals through a number of dynamic media channels.
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Tripadvisor Affinity Program
Ongoing
Tripadvisor, the world’s largest travel guidance platform, helps hundreds of millions of people each month become better travelers, from planning to booking to taking a trip. With more than 1 billion reviews and opinions of nearly 8 million businesses, travelers turn to Tripadvisor to find deals on accommodations, book experiences, and reserve tables at restaurants. Tripadvisor is booking agnostic and reaches higher funnel travelers.
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TUI Program
Ongoing
TUI is the largest travel brand in Germany with more than 50 years of experience. TUI has more than 6,000 travel agencies across Germany and owns the most visited holiday site with more than 44 million page views each month.
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USA Discovery Program
Ongoing
The USA Discovery Program is the USA’s learning and sales resource program for global travel agents. This comprehensive platform includes deep training and a range of sales enablement tools to help agents retain knowledge, promote USA travel to their clients, create itineraries, and make bookings with targeted sales support.
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Visit The USA - Programmatic Media Campaigns
Ongoing
Brand USA utilizes Adara in its programmatic campaigns to help aggregate data points to create custom audience targets, including look-alike segments and retargeting users that have engaged with Brand USA messaging across channels. Campaigns include display, native and pre-roll ad units and link to content on VisitTheUSA.com. 
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