Brand USA, the destination marketing organisation for the United States, has launched ‘More to Love’, a new social media campaign encouraging international visitors who travelled to the country for the FIFA World Cup to return and explore more of the United States beyond the tournament host cities.
Timed to coincide with the conclusion of the World Cup, the social-first campaign features the iconic song “Take Me Home, Country Roads” and showcases real moments shared by international visitors alongside the country’s landscapes, communities and travel experiences.
The campaign began rolling out across Brand USA’s consumer social media channels on July 19, the day of the World Cup final. Beginning July 20, the content will be promoted through paid campaigns across Facebook, Instagram and TikTok in Argentina, Australia, Brazil, India, Japan, South Korea, the United Kingdom and Ireland.
Fred Dixon, President and CEO of Brand USA, said, “The World Cup created an extraordinary opportunity to showcase the energy, authenticity and welcoming hospitality of the United States. Insights from our AI-enabled trip planning hub showed that fans wanted to experience much more than the matches, planning road trips between host cities and visits to national parks as part of their journeys. ‘More to Love’ builds on that interest by thanking travellers for coming, reminding them how much remains to be discovered and inviting them back to explore even more, from all 50 states, five territories, and the District of Columbia, to our 63 national parks and the extraordinary landscapes and landmarks that distinguish our nation.”
Leah Chandler, Chief Marketing Officer of Brand USA, said, “Some of the most memorable moments of the tournament came directly from fans, whose posts captured the excitement, surprise, and hospitality they experienced across the United States. This social series is our way of thanking our visitors for sharing those moments and reminding them that while the tournament may be ending, their journey through the USA is just beginning.”
Ahead of the tournament, Brand USA launched America the Beautiful Game, an AI-powered trip-planning hub that helped international fans create personalised itineraries incorporating host cities, road trips, national parks and other destinations. The organisation also promoted attractions, dining experiences and fan activities across the tournament’s host cities as part of its broader international marketing efforts.
Through the new campaign, Brand USA aims to convert World Cup visitors into repeat travellers by showcasing the country’s diverse tourism experiences beyond the sporting event.
