Brand USA sought a multimedia campaign to inform, educate, inspire and excite potential travelers from the EMEA region and ultimately generate visitation to the USA and create new jobs. Research by Brand USA proves that every 33 new visitors to the USA ultimately create one new job.
A holistic content partnership featuring content-led solutions that were directly integrated into Brand USA's DiscoverAmerica.com digital destination globally. Additionally, the campaign was supported through a robust digital campaign on key dates in the European sports calendar and ownership of the best live televised American sports across ESPN's EMEA network.
Three core creative elements all of which were designed to complement each other and work in unison:
To help plan a potential trip, ESPN built a sports calendar aimed at the non-US audience that allowed users to search by city and by sport to see what major events were taking place.
GET IN THE GAME
To engage fans in the EMEA region unfamiliar with American sports or teams, ESPN created an interactive ‘Sports Personality Test’ – which matched users to an NFL, NBA or MLB team based on their answers to a series of questions.
UNITED STATES OF SPORT
An interactive map of the USA allowing users to be able to see the professional sports teams that play within any given state. Within each state included an ESPN-produced short film highlighting the sports, teams and recreational activities that are unique to that state.
ESPN collaborated with each of the US state’s tourist boards and negotiated global digital rights clearance with major U.S. sports leagues to create 51 unique pieces of content.