Remi Carlioz
Story Platform, Concept & Creative direction: Remi Carlioz
Art directors: Emmie Nostitz, Tommaso Fontanella
Design: Lizzy Cole, Susan Salinas, Sarah Allison
Artist: Etienne Bardelli
Producer: Barak Barkan
Head of production: Kate Balch
Post-production: Kelly Zdanowicz
Videographers/Photographers: Cory Martin, Chris Sheperd
Campaign update September 2019.
After 6 months, the “United Stories” Campaign delivered the following results:
25x-27x lift in Destination search volume
14% YoY increase in organic social engagements
$9M media value delivered
42% View Through Rate (exceeding Google benchmarks)
120K of YouTube watch time
United Stories is a mobile content creation lab that will travel the United States capturing warm and welcoming stories told from local perspectives. This content will inspire international travelers to visit the USA. Accomplished content creators, storytellers, and influencers will visit various points of interest, events, and attractions across the country in visually arresting vehicles branded with #UnitedStories.
To successfully execute this storytelling strategy, Brand USA has partnered with Beautiful Destinations, the world’s largest tourism community on social media and a global media brand dedicated to capturing best-in-class travel content. The partnership will allow Brand USA to continuously generate content at the speed of consumption and showcase the breadth and depth of the USA like never before.
To kick-off the campaign, Brand USA is collaborating with French street artist Etienne Bardelli to create a high-impact design for the content creation vehicles. Inspired by iconic American graphics such as state flags and vintage National Park posters, the compelling pattern creates a uniform design instantly identifiable with United Stories as the mobile content creation lab makes its way through the country’s plains, mountains, valleys, deserts, and cities.
United Stories launches in South Dakota, where the town of Belle Fourche, is the geographic center of the United States. This is an ideal epicenter to begin telling unique travel stories around the people, places, and experiences available to international tourists in the USA.
The campaign will emphasize that the USA is a collection of places and experiences whose spirit is found in the diversity of its people, as well as those visitors who have explored its culture, roots, and roads.
The campaign is updated on Visit the USA website here.