USA Tourism Soars As Illinois And Brand USA Collaborate With Expedia’s Travel Media Network

Thursday, October 3, 2024

USA Tourism is taking center stage with new advertising campaigns, as the Illinois Office of Tourism and Brand USA team up with Expedia Group’s travel media network to drive global awareness and boost travel to the United States. These partnerships leverage the full spectrum of Expedia Group’s advertising channels, including on-site ads, its B2B network, and innovative offsite opportunities such as out-of-home placements, social media campaigns, and connected TV ads.

Expedia Group’s travel media network aims to serve as a comprehensive advertising platform, providing destination marketing organizations with the tools to reach high-intent travelers through global reach, detailed traveler insights, and cutting-edge media capabilities. Through these efforts, both Illinois and Brand USA seek to attract a broader audience, positioning the U.S. as a top travel destination.

“Illinois has so much to offer, from its scenic byways to cultural touchstones, and we’re thrilled to bring the state’s wonder to more travelers,” said Daniel Thomas, deputy director of the Illinois Department of Commerce & Economic Opportunity, Office of Tourism. “While the campaign is still underway, we have seen a huge impact on driving interest in the state. In just three months, we’ve seen nearly 100,000 attributed travelers experience Illinois for its many points of interest and diverse landscape.” 

Illinois Tourism’s “Middle of Unexpected” Campaign

The Illinois Office of Tourism has utilized Expedia’s travel media network to launch its “Middle of Unexpected” campaign, which ran from April to September 2024. This initiative aimed to highlight Illinois’ unique and lesser-known destinations beyond Chicago, targeting both domestic and international travelers. The campaign reached audiences in Canada, Mexico, the U.K., Germany, Australia, and New Zealand, with the goal of attracting a new wave of visitors.

“We’re thrilled to continue our long-standing collaboration with Expedia Group through this latest, data-backed campaign,” said Susan Zachar, senior director of Brand, Brand USA. “As the nation’s destination marketing organization, Brand USA leads the effort to attract international visitors while driving innovation in reaching global travelers. By optimizing existing and leveraging new technologies, we ensure that travelers have the knowledge and access to fully experience the diversity and breadth of the United States.”

“Our research shows that travelers view an average of 141 pages of travel content in the 45 days before booking a trip, and nearly 3 in 5 travelers don’t have a specific destination in mind or have considered multiple destinations,” says Rob Torres, SVP of Media Solutions at Expedia Group, “With the increasingly complex travel purchase journey, we’re focused on driving campaigns that make the media buying experience simple and effective. We’re grateful for partners that trust in our travel media network and its ability to deliver compelling results by connecting them with travelers when it matters most.”

By June 2024, the campaign had driven nearly $27 million in gross bookings, generated 16 million impressions, and received 40,000 page views in the U.S. alone. This impressive performance underscores the power of leveraging digital media and strategic partnerships to attract travelers.

Key components of the “Middle of Unexpected” campaign include:

• Custom Video Content: Videos displayed across connected TV (CTV) and social media platforms drove users to a custom microsite where travelers could browse destinations and book trips.
• Supply Optimization: New partnerships with Expedia Group’s hotel and activity providers helped promote discounted rates during the campaign, incentivizing travel to Illinois.
• Travel Agent Targeting: Campaigns were developed for travel agents in the U.S. and U.K. through Expedia’s Travel Agent Affiliate Program (TAAP), offering webinars and in-person events to boost awareness of Illinois tourism. An in-person event was also held in the U.K. to promote Illinois as a premier destination for international travelers.

Brand USA’s “A Somewhere for Everyone” Campaign

Brand USA is launching its “A Somewhere for Everyone” campaign in November 2024, running through early 2025. This campaign aims to attract travelers from Japan, Canada, and other global markets, promoting the diverse array of destinations, cultures, and experiences available in the U.S.

The campaign highlights the following elements:

• Custom Film Production: A film produced by Expedia’s in-house creative team follows a family on an off-the-beaten-path road trip from San Francisco to Oregon. The story is designed to showcase the joy and adventure of discovering hidden gems in the U.S., appealing to international travelers seeking unique experiences.
• Video Content on Multiple Platforms: The campaign will display video content across digital-out-of-home (DOOH) placements, paid social media, YouTube, and connected TV to capture the attention of a broad audience.
• Interactive Microsite: A custom-built microsite will allow travelers to create personalized, auto-generated “tri-tineraries” based on their preferences, featuring three U.S. destinations tailored to their chosen “vibe.” These itineraries can be fully booked directly through the microsite, providing a seamless planning experience.

In addition, Brand USA will be one of the first destination marketing organizations to use Travel Shops, a groundbreaking feature on the Expedia app. This first-of-its-kind shoppable storefront enables creators and brands to share their travel recommendations, highlighting must-see experiences, accommodations, and activities. Travelers can browse these curated selections and book their trips directly through the app, offering an innovative, immersive way to plan and experience U.S. travel.

Expanding Global Reach with Innovative Tools

Through these partnerships, Expedia Group is demonstrating its ability to provide destination marketing organizations with an unparalleled combination of global reach and deep traveler insights. These campaigns not only help to promote travel to Illinois and across the U.S. but also provide an innovative model for how tourism boards can use digital platforms to connect with high-intent travelers in both domestic and international markets.

The combination of targeted digital content, custom microsites, in-person events, and travel agent outreach highlights the expansive toolkit available to marketers through Expedia Group’s travel media network. Whether through dynamic video campaigns or personalized travel itineraries, these initiatives are designed to elevate the U.S. tourism experience, making it easier for global travelers to discover and book their perfect trip.

By tapping into Expedia’s vast network and its ability to integrate advertising across platforms, Illinois Tourism and Brand USA are leading the way in creating impactful, far-reaching campaigns that showcase the very best of what the U.S. has to offer. These efforts not only drive economic growth through increased tourism but also reinforce the U.S.’s position as a top global destination for travelers from all walks of life.

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