Consumer Media

Optimized Audience Spring 2025 Campaign: India

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.

Program Benefits

  • Brand USA’s robust international media campaigns enable them to build audiences that create unique value for partners.
  • Using 1st party data creates an opportunity to target and retarget audiences that are proprietary to Brand USA and partners.
  • Reach audiences where they are, not where you think they are, across multiple touch-points.
  • Deepen understanding of the impact and behavior from those reached by our media efforts.
  • In preferred markets during key seasonal planning periods with relevant content and marketing messages.
  • Overarching Brand USA Programmatic Media campaign to benefit all destinations (5M impressions)

Dates

Start Date:
End Date:
Nov 08, 2024
View Detailed Information

Program Components

  1. Proprietary Audience
  2. Dreaming/Inspiration
  3. Storytelling & Planning
  4. Bookings

Brand USA is developing and expanding our proprietary audience to reach a qualified audience of international “hand-raisers” at various stages throughout the planning and booking process. This platform will enable Brand USA to better understand audience demographics, international travel planning behaviors, and economic impact tied to their marketing activities.

Programmatic carousel ads driving to the interactive travel guide with short form content catch consumers at the dreaming phase bringing US destinations top of mind as they look at traveling.

These marketing efforts are further supported by messaging through native ads, linking to VisitTheUSA.com sites for longer form content.

Robust reporting includes measurable hotel booking data and other insights across multiple sources demonstrating the impact of optimized audience campaigns.

Markets

IN-flag-icon
India

Package Details

Campaign 1

  • Seasonal Interactive Travel Guide (ITG): 2 content highlights + images
  • ITG distribution/programmatic carousel impressions/proprietary audience: 2 tiles on carousel ad, unit links to ITG content - 5M impressions
  • Native programmatic links to content on VTU site: native ad unit/headline & copy - 900K impressions
  • Expedia media strategy: custom landing page - 900K - 1M impressions
  • Expedia attribution report & Adara impact insights


Total estimated impressions: 6,800,000

Campaign timing: approx. 2 months

Campaign 2

  • Seasonal Interactive Travel Guide (ITG): 1 content highlight + image
  • ITG distribution/programmatic carousel impressions/proprietary audience: 1 tile on carousel ad, unit links to ITG content - 2.5M impressions
  • Native programmatic links to content on VTU site: native ad unit/headline & copy - 580K impressions
  • Expedia media strategy: hotel search page - 400K - 500K impressions
  • Expedia attribution report & Adara impact insights


Total estimated impressions: 3,480,000

Campaign timing: approx. 2 months

Campaign 3

  • Seasonal Interactive Travel Guide (ITG): 1 content highlights + image
  • ITG distribution/programmatic carousel impressions/proprietary audience: 1 tile on carousel ad, unit links to ITG content - 2.5M impressions
  • Native programmatic links to content on VTU site: native ad unit/headline & copy - 410K impressions
  • Expedia media strategy: text link placement on custom VTUSA landing page supported by overarching media campaign
  • Expedia attribution report


Total estimated impressions: 2,910,000

Campaign timing: approx. 2 months

2 State Co-Op

  • Seasonal Interactive Travel Guide (ITG): 1 content highlight + image per each featured destination
  • ITG distribution/programmatic carousel impressions/proprietary audience: 1 tile on carousel ad, unit links to ITG content - 2.5M impressions per each featured destination
  • Native programmatic links to content on VTU site: native ad unit/headline & copy - 475K impressions per each featured destination
  • Expedia media strategy: one featured state custom landing page - 900K - 1M impressions (with destination specific display ads rotating at 50%)
  • Expedia attribution report & Adara impact insights


Total estimated impressions: 6,850,000 (3,425,000 per destination featured)

Campaign timing: approx. 2 months

Campaign 4

  • Seasonal Interactive Travel Guide (ITG): 1 content highlight + image
  • ITG distribution/programmatic carousel impressions/proprietary audience: state media impressions
  • Native programmatic links to content on VTU site: native ad unit/headline & copy - 410K impressions
  • Exepdia media strategy: inclusion on state landing page
  • Expedia state report


Total estimated impressions: 410,000

Campaign timing: approx. 2 months