Soccer fans who have come to the United States to enjoy the World Cup took their flags, their shirts and their songs to many places, but Brand USA, the entity responsible for the country’s tourism promotion, considers that they still have a lot to see. For this reason, they have launched “More to love”, a digital campaign that thanks fans for visiting and invites them to return to discover new destinations and experiences.
The campaign, activated after the World Cup closed, encourages soccer lovers around the world to continue exploring what the United States has to offer beyond the host cities. Thus, it especially highlights the national parks and landscapes and emblematic places that have not been protagonists during the almost forty days in which the competition has taken place.
It is made up of three videos that combine real images and moments shared by fans during the tournament, with others of landscapes, experiences and communities that the United States offers and that reflect the diversity of the country. All of this happens to the rhythm of the iconic song “Take me home, country roads,” by John Denver.
It also includes a publication, which, like the videos, expresses gratitude to the fans for bringing their enthusiasm and their cultures to the United States, and remembers the country’s tourist offer beyond the sporting event.
The campaign is already running on Facebook, Instagram and TikTok in Argentina, Australia, Brazil, India, Japan, South Korea, the United Kingdom and Ireland.
“Our data reveals that many fans wanted to experience much more than the games, organizing road trips between host cities and visits to national parks” said Fred Dixon, President and CEO of Brand USA, in a statement. “With ‘More to Love’ we want to thank you for your visit, remind you of everything that still remains to be discovered and invite you to return“.
The insights behind the campaign come from America the Beautiful Game, an artificial intelligence-powered travel planning platform that allowed fans to design personalized itineraries around games. In addition, Brand USA has also developed a communication strategy aimed at promoting the main cultural, gastronomic and leisure proposals of each host city.
All of this has been framed in the “America the beautiful” campaign, which has sought to strengthen the country brand of the United States in recent months and re-enchant international travelers. The campaign was launched at the end of last year to promote the country as a destination ahead of the nation’s 250th anniversary and the celebration of the World Cup.
