How Brand USA encouraged £4 million spend using printed travel supplements

Submitted by: Jess Taylor 17/01/2017

secters of the south
Brand Name: Brand USA         Agency: Black Diamond


The marketing company for Brand USA, created a series of print travel supplements to be distributed with UK newspapers. This was to show readers of ‘The Times’ and ‘The Sunday Times’ that there is so much more to America than they realise.

The Case Study

The exclusive travel supplements explored the culture and the ‘hidden’ Southern states of America. Alongside the printed copy the guides were replicated on tablets and on a bespoke online site. This mixed media campaign gave readers a tactile insight whilst the videos offered a glimpse into the exotic and diverse lifestyle.


We served 2 million online impressions

  •     More than 95,000 people watched the videos
  •     The click-through rate was over six per cent
  •     Over a third of readers recalled the campaign
  •     Recall and awareness of com doubled
  •     Over three quarters of readers wanted to find out more about travelling to the USA – a 31 per cent increase from before the campaign
  •     Over three quarters of readers said they would recommend travelling to the USA to others
  •     And over two thirds of readers plan to travel to the USA in the next two years – with an estimated spend of over £4 million



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