'America the Beautiful' campaign launched by Brand USA

US destination marketing organisation Brand USA has launched its new America the Beautiful campaign, with promotional activity beginning in nine key markets including the UK and Ireland.

The campaign, which was previewed at the IPW conference in June and officially launched at Brand USA Travel Week in London on Monday, has been “designed to cut through the noise and reconnect travellers with what they truly love about the United States”.

The activity comes ahead of a year of landmark events in the US, including the football World Cup, America’s 250th anniversary and the centennial celebrations for Route 66.

The campaign will run across connected TV, streaming, out-of-home placements, digital and social media and will include four video adverts highlighting the great outdoors, family travel and luxury travel.

The creative content will be supported by a AI-powered hub at AmericaTheBeautiful.com which will offer personalised recommendations, interactive maps and itinerary-building tools and will be available to consumers and wholesalers to package for trade distribution.

Brand USA said the campaign marked “a comprehensive effort that unifies Brand USA’s partnership marketing programmes, travel trade initiatives and earned media efforts across the organisation’s key international markets”.

Fred Dixon, Brand USA chief executive, said: “The United States remains the top international destination for long-haul leisure travel in the world, reflecting the enduring appeal of our varied and unique destinations and experiences.

“With America the Beautiful, we’re delivering a fresh invitation to explore the USA in new and exciting ways. As we look ahead to 2026 and the decade of mega events on the horizon, we remain laser-focused on maximizing international tourism opportunities to drive economic impact and job growth while inviting the world to celebrate 250 years of America the Beautiful.”

This year’s Brand USA Travel Week UK & Europe is the organisation’s largest to-date, with almost 900 delegates taking part in four days of appointments, discussions and educational sessions.