Many travelers believe they’ve already “done” the United States, but by leaning into what they think they know, we revealed how much they’re missing. Visit The USA flipped assumptions by spotlighting hidden, unexpected destinations. Grounded in real conversations and fresh discoveries, we proved the USA is never finished — there’s always something new to explore.
We built a campaign designed to reawaken curiosity and urgency. “More to Discover” paired the iconic with the unexpected — the Golden Gate Bridge with a hidden speakeasy, the Statue of Liberty with a food cart worth crossing town for. Anthemic films used split screens, match cuts, and seamless transitions to dramatize these contrasts, turning stereotypes into fresh discoveries.
What we uncovered is what makes the USA truly unique — its ability to hold strikingly different experiences together in one trip. Big city to small town, national park to neighborhood diner, world-famous art to local music, it’s these contrasts that global travelers crave. By showcasing these unexpected pairings, we could prove that the USA is never one-dimensional and always has more to discover.
To ensure travelers felt the USA’s dynamism everywhere they engaged, we designed the platform to be showcased across digital, social, outdoor, and influencer activations. Real voices and real discoveries fueled the work, ensuring a campaign that feels personal and authentic while still globally aspirational. By meeting travelers in their feeds and dreamscapes, we looked to turn curiosity into urgency and inspiration into travel planning.
By challenging the “seen it all” myth, we repositioned the USA as a destination that always has more waiting. The campaign put driving stronger urgency to visit, and an increased preference over competing destinations at the forefront to inspire travelers worldwide to put the USA at the top of their list — not someday, but now.
