Music Born In The USA
Brand USA

The challenge

Inspire European travellers to book their perfect US holiday, by finding the perfect destination that matched their favourite music genre. The challenge was to promote less known US destinations to a specific target audience spread across 5 key European markets and amplify America’s musical journey.


  • Increase inspiration
  • Raise awareness
  • Generate bookings

The activation

We decided to use our consolidated platforms to inform over 60M customers about America’s Musical Journey, influencing their booking behaviour through their passion: music.

We identified 9 music genres to group destinations and interests, with each genre having its own tailored content (video, playlists, images) and promotions. We have included snack videos in some of the promotional banners to attract customers to explore each music genre and its destination.

Services Provided

  • Content production
  • Travelpad Plus custom
  • Social media
  • Media activation

The results

  • over 33M
    impressions delivered

  • over 48k

  • 82k pageviews
    across 5 markets

Other case studies

Visit Britain


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