Opinions: 

#DTTT Blog

There's nothing more powerful than a good story, and dynamic storytelling comes in many different shapes and sizes. Tracy Lanza, Vice President of Integrated Marketing at Brand USA, will be joining us at #DTTTGlobal to talk about succeeding with digital content partnerships and the DMO's emphasis on this tool within its content strategy. 

Music is a huge part of American culture and over the years, Brand USA continues to champion this through campaigns promoting everything from the history of American music to local emerging artists from various cities around the USA. It successfully uses its musical culture to engage with international travellers through interactive campaigns and compelling storytelling, and this is all made possible through a strong brand partnership. 

The Telegraph & Brand USA 

One of these long-running partnerships is between The Telegraph and Brand USA, who have been collaborating together for 5 years to celebrate the diversity of the USA illustrated through the theme of music across 4 successful campaigns.

The first campaign was promoting the ‘History of American Music’ through an interactive webpage with a unique scrolling feature that lets you navigate through time and learn about the historical highlights of music in the USA. What is interesting is the integration of a Spotify playlist to listen to the music while you read the articles.

There's nothing more powerful than a good story, and dynamic storytelling comes in many different shapes and sizes. Tracy Lanza, Vice President of Integrated Marketing at Brand USA, will be joining us at #DTTTGlobal to talk about succeeding with digital content partnerships and the DMO's emphasis on this tool within its content strategy. 

Music is a huge part of American culture and over the years, Brand USA continues to champion this through campaigns promoting everything from the history of American music to local emerging artists from various cities around the USA. It successfully uses its musical culture to engage with international travellers through interactive campaigns and compelling storytelling, and this is all made possible through a strong brand partnership.

The Telegraph & Brand USA

One of these long-running partnerships is between The Telegraph and Brand USA, who have been collaborating together for 5 years to celebrate the diversity of the USA illustrated through the theme of music across 4 successful campaigns.

The first campaign was promoting the ‘History of American Music’ through an interactive webpage with a unique scrolling feature that lets you navigate through time and learn about the historical highlights of music in the USA. What is interesting is the integration of a Spotify playlist to listen to the music while you read the articles.

Sounds of the stage

Sounds of the States

The second collaboration, named Sounds of the States, features an interactive map which allows users to navigate their way around the major music festivals of America; and a print supplement that acts as a travel guide to seven American cities.

This campaign achieved a click-through rate to relevant offers and trips of 5% and an 18:1 ROI ratio.

Cities of Songs

The third collaboration, “Cities of Songs”, uncovers America’s musical identity and allows readers to explore the iconic cities that define the country’s musical legacy, such as Atlanta, Denver, Nashville, San Juan, Portland and Houston.

SEO-led digital features offer in-depth analysis on the wide range of destinations across the country.

United Stories

The fourth collaboration with the Telegraph is “United Stories”, a campaign built on the concept of strong storytelling and designed to inspire travellers through the portrayal of local people, stories and experts on a road trip around the USA, promoting the best visitor opportunities and unique character of each destination around the country.

This partnership has developed further involving collaboration from Beautiful Destinations on the creation of videos.

Takeaways

  • Brand USA has successfully taken one of the destination’s strongest attractions and created a content series of truly vibrant and engaging campaigns that give the visitors a real taste of the diversity and cultural authenticity America has to offer, from different perspectives and across multiple channels that allow a wider reach for Brand USA. 
  • The amount of work behind the scenes is incredible and the quality of the visual content is beyond amazing. Despite the use of different channels of distribution, Brand USA is consistent and strong across the whole initiative. 
  • Partnerships are good to boost your brand image: it’s important you select partnerships that are relevant for your brand and don’t alter its identity.
  • Partnering with companies that target a niche market you want to reach is the best way to enhance your brand reputation in that specific market, minimising the effort.

Discussion

comments powered by Disqus

More from #DTTT

  • In November we present:
    Destination Branding

    In destination marketing, branding is not about logos, it involves a holistic 360 degree approach to crafting, developing and nurturing a unique identity for the destination according to key elements such as the destination proposition, heritage and values. Once established, the destination brand is the foundation of all marketing activities designed to promote the destination […]

    #brand story #Rebrand #Brand evolution #ticino #eindhoven #brand collaboration #Singapore #destination branding #canada
  • In November we present:
    Cape Town Tourism – Involving Locals in the Brand Story

    For tourists, Cape Town is most well known for its bustling V&A Waterfront, expansive vineyards and iconic Table Mountain, attracting up to 5 million visitors each year both within Africa and Internationally. But did you know that outside of these top attractions there is much more to be discovered?  Cape Town is a very diverse […]

    #brand ambassadors #city #brand #Cape Town #content #south africa
  • In November we present:
    Developing a Destination Management Plan with Austurland

    Visit Austurland will be sharing insights on the value of a DMP at #DTTTGlobal, but in the meantime, we caught up with the team with a few questions.

  • In October we present:
    Business Intelligence in Destination Marketing

    Business intelligence is one of the complex issues that many destinations are tackling and for many, they are only touching the surface. The tourism industry continues to shift towards adopting more data-driven approaches and a business intelligence mindset. For many destinations, business intelligence is helping to quantify what success looks like and how the destination […]

    #buenos aires #banff and lake louise #business intelligence #Geneva #big data
  • Singapore Super Trees
    In October we present:
    Singapore Tourism Board – Strategy towards 2020

    With more than 1 million international visitors every month, and a popular stopover destination from destinations across Asia and Australasia, Singapore is one of the trendiest tourist destinations worldwide. Singapore Tourism Board launched a medium-term marketing strategy from 2016 to 2020, in order to tackle the increasingly complex tourism landscape and to stay ahead of […]

    #targeting and distribution #dmo story #content targeting #content distribution #storytelling
  • In October we present:
    Repositioning a DMO through data & content with Discover Puerto Rico

    Puerto Rico is an island located off the coast of Florida in the heart of the Caribbean basin, known for its idyllic beaches and blue waters. For a number of years, Puerto Rico has faced multiple challenges and significant changes, culminating in the DMO you see today and a truly extraordinary comeback story.  Most significantly, […]

    #brand #brand strategy #data #Destination Transformation #marketing
Show more
-->
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge