TORONTO — Brand USA has maintained its trade, partner and PR messaging in Canada throughout the past year – and now the timing is right to re-enter Canada with a brand message, according to Brand USA’s Chief Marketing Officer, Leah Chandler.
“We’ve conducted thorough research, both a quantitative study and focus groups across the market to gather relevant consumer insights and inform creative direction. This campaign will be a highly targeted digital effort, including static, animated, and video assets,” said Chandler, in an update shared with Travelweek by Brand USA’s Chris Heywood.
The campaign is built around upper- and mid-funnel tactics and messaging, targeting those whose online behaviours suggest openness to visiting the U.S., added Chandler.
The campaign will be announced this fall and will offer opportunities for partners to integrate into it, similar to the structure of America the Beautiful and American Originals.