bRAND USA
The Brief
Brand USA engaged the National Geographic Traveller (UK) Branded Content team to develop a multi-platform campaign showcasing the diverse destinations and experiences available across the country. Focusing on culture, food, sports, luxury, and family travel, the campaign sought to inspire travellers to go beyond iconic hotspots and explore lesser-known regions.
The campaign aimed to showcase the unique, personalised experiences that travel in the US can offer. By focusing on the emotional connections, compelling stories, and enduring memories tied to these journeys, it underscored the transformative impact of exploration. To bring this vision to life, the Branded Content team curated a mix of print and digital features tailored to UK audiences throughout 2024.
Our Approach
Responding to the brief, the team created a multi-platform strategy highlighting the destinations and the personalised, memorable travel experiences the USA offers. Throughout the campaign, the team closely collaborated with Brand USA, customising content to align with the campaign’s key themes while maintaining the National Geographic editorial style.
Key campaign details
- Multiple spreads of branded print features in National Geographic Traveller (UK), exploring the East Coast and Philadelphia’s food scene.
- A selection of digital articles were produced for the National Geographic Traveller (UK) website, highlighting destinations across the USA, all housed on a dedicated microsite, including a profile of Kansas City’s barbecue pioneers, an inside guide to Denver and how to plan a historic trip to Pennsylvania
- The campaign was amplified through social media, online banners, newsletter mentions and advertorials in the London Standard Travel Guides.
The Results
Recognised for its strategic coherence and editorial quality, the Brand USA campaign exceeded expectations. Strong client feedback and high-performing metrics have led to further discussions around sustained UK-focused activity, affirming its long-term value and impact.
The digital content significantly outperformed industry benchmarks for travel campaigns, with article engagement and dwell time indicating strong audience resonance. Social amplification across Facebook and Instagram drove exceptional reach and awareness, while National Geographic Traveller (UK) newsletter features and native placements ensured continued visibility across targeted segments. Print and national press insertions further supported the campaign’s authority and brand alignment.
