View all posts: International

View all posts: International

Marketing America to International Travelers

As we’ve written about here before, it’s Brand USA’s mission to “encourage increased international visitation to the United States and to grow America’s share of the global travel market.” As an official marketing partner for Brand USA, we work closely with Brand USA on creating compelling content to target international travelers through print, digital and video content.

But what defines compelling content for different international audiences? What motivates a potential German visitor to visit the US versus a potential visitor from Brazil? We’re here to share a snapshot of that information with you for a few of Brand USA’s top target markets, as well as some Miles-produced examples.

United Kingdom

When potential UK travelers were asked “What motivates your desire to visit that destination?” in regards to travel to the US, the majority of...

Account Executive

American Indians at ITB

IMG_1758A friend of mine was sitting around a table with friends when a passerby stopped and asked: “Are you a real Indian?” He responded softly, “I am . . . we all are,” while motioning to each of his friends, no two who looked alike but all who were, indeed, very real Indians.

Working with AIANTA (American Indian Alaska Native Tourism Association) for the past five years, most recently at ITB in Berlin last week, I am still astonished at their diversity, not just in physical appearance, but in their customs, fashion, regalia, language, music, food and many other nuances of...

Guam on Film

Over the summer, the Miles/Brand USA team embarked on an exciting adventure to Guam to produce 21 videos in 7 languages. Five on-camera talents, two videographers and two producers spent more than two-and-a-half weeks filming and returned with tropical tales of beautiful beaches, friendly locals and creative cuisine (see pictures from the trip here).

The team sea walked, snorkeled, ATV’d, danced and shopped their way through this incredible island retreat, and had lots of fun along the way. This shoot represented many “firsts” for the program:

  • First shoot for Russian, Japanese, Korean, Cantonese, Taiwanese and American audiences
  • First all-woman crew
  • ...
Director of Communications
Brand USA

Brand USA Launches Japanese Campaign

In its ongoing efforts to promote the U.S. to the world, Brand USA recently launched a multi-channel campaign targeting Japanese audiences. The Modern Honolulu, Denver, Alaska and Montana were able to leverage Brand USA’s $5.5+ million investment in the Japanese market by participating in this targeted program, which consists of a magazine-style print insert in Japan’s best-read newspaper as well as a dedicated email campaign and digital distribution. The six-week campaign, which launched in August, targets high-value, high-income consumers in the U.S.’s #1 spending overseas...

Surprise and Delight

Our Brand USA team here at Miles has recently been working on cover options for the 2014 Discover America Inspiration Guide. As with any creative process, there are rounds of internal review, followed by client review to ensure that we end up with powerful, memorable covers. A vital part of our review process this year was connecting with Brand USA’s in-country reps (also known as GSAs) for their feedback. Where there was no in-country rep, we reached out through other in-market contacts to gain audience-specific reactions to the proposed cover images.

Here are some images that are being considered for the 2014 covers:...