BRAND USA IN-COUNTRY MULTI-CHANNEL PROGRAM 2016-2017

Brand USA’s In-Country Multi-Channel Campaigns are designed to inspire, engage and connect international visitors with U.S. destinations and travel-related businesses. Programs are customized for each of the following countries:

(Measurement period: Jan. 2015 - Dec. 2015 excluding China)

93 Individual partners with more than half participating in more than one Multi-Channel Campaign

16State co-ops created

New in 2017

Current ProgramsAustralia

Brazil

China

France

IndiaMexico

USA

UK

CanadaGermany

Japan

497MILLIONTotal impressions based on 12 programs

BRAND USA IN-COUNTRY MULTI-CHANNEL PROGRAM 2016-2017

Via robust digital, print, social and video storytelling, as well as a results-driven activation campaign with Expedia, partners reach international travelers via the

media they consume most – at a time when they’re most likely to be planning and booking vacations to the USA. At the point when interest peaks, each market is saturated with persuasive messaging for a minimum of six weeks through a powerful integrated media mix. The messaging is integrated with Brand USA’s marketing campaigns by country, delivering additional value. The end result is a program that delivers a 3-to-1 value compared to creating a single, targeted, international campaign.

The Multi-Channel Campaign delivers a minimum 3-to-1 value for participating partners. That’s three times the value and exposure that partners could achieve on their own for the same cost.

BRAND USA IN-COUNTRY MULTI-CHANNEL PROGRAM 2016-2017

EBOOK

PRINT INSERTS

LOW-COST, HIGH-VALUE

PROVEN CHANNELS

6-WEEK MARKET SATURATION

HIGH PARTNER ROI

Destination messaging is delivered through a mix of magazine-style print inserts, eBooks, digital display advertising and activation

partners who provide booking incentives and offers for partner destinations (all turn-key).

Far more than a state, Utah is a state of mind. Sculpted by wind, water and time, Utah’s landscapes are perfect for your next adventure. Explore The Mighty 5® National Parks, seven National Monuments, one National Historic Site, 43 state parks and two National Recreation Areas. Utah combines the best of the desert southwest with pioneer culture and history

VisitUtah.com/ca

MOABThe only Utah city nestled on the Colorado River, Moab is the perfect home base to experience both Arches and Canyonlands national parks. Moab’s famous mountain biking trails wind through some of the most extraordinary red rock

HEBER VALLEYThis region’s stunning mountain ba ckdrop

the Home stead Crater, a geothermal spri ng with warm, clear blue waters hidden within a

Home of natu ral wonders and cultur al gems

BRAND USA IN-COUNTRY MULTI-CHANNEL PROGRAM 2016-2017

FLEXIBLE CALLS TO ACTION

Partners can customize their approach via messaging and calls to action in several ways:

A Traffic Generation & Engagement Strategy supports the destinations selected travel trade partner or operator.

An Expedia Activation Strategy links back to a partner’s hotel results page or a custom landing page on Expedia.

Traffic Generation & Engagement Strategy

OTA/Expedia Activation Strategy

Trade-Focused Strategy

BRAND USA IN-COUNTRY MULTI-CHANNEL PROGRAM 2016-2017

PARTNER INVESTMENT

The Multi-Channel Program’s strategic campaigns are optimized to provide returns partners could not achieve alone without 3x the investment. The three-step approach includes:

BUY Channels: Expedia/OTA or

travel trade partner

⅓

DREAM Channels: Print/eBooks,

Content Hubs, OOH, Broadcast (TV/Radio)

⅓ENGAGE

Channels: Google Display Network, Print, Video

⅓

DREAM - Vivid storytelling inspires and creates a desire to take action; offers the scale to convert. Strategy includes media impressions, print circulation, social value add and eBooks. Radio, TV and OOH is also available for several countries.

ENGAGE via Google Display Network, digital and print storytelling engages and drives consumers and aids in decision-making process with measurable results.

BUY - An Expedia/OTA activation strategy provides onsite booking opportunities that target motivated travel buyers, allowing those in the active consideration phase to take action.

BRAND USA IN-COUNTRY MULTI-CHANNEL PROGRAM 2016-2017

YOUR BANNER AD HERE

DIGITAL MULTI-CHANNEL CAMPAIGNS

The Mexico ad campaign outperformed industry average by more than three times:

Display ad campaign had an average CTR of .25%, more than three times the industry average of .08%

MULTI-CHANNEL FALL 2015DIGITAL RESULTS

  Banner ads are co-branded for both Brand USA and partners using audience-based targeting with Google’s Travel Affinity Model, reaching the qualified audience most likely to travel.

  An eBook of the print insert is available on the language-specific Visit the USA or Go USA site, and is promoted on the language-specific Brand USA social channels, including Facebook, Twitter, and Instagram.

  In select markets, radio, television, Facebook digital channels and OOH opportunities are also available.

BRAND USA IN-COUNTRY MULTI-CHANNEL PROGRAM 2016-2017

GOOGLE DISPLAY NETWORK

Google Display Network Allows partners to place their content on thousands of premium publishing sites across the web

Drives consumers directly to each partner’s in-language website delivering qualified clicks to their content

Brand USA has partnered with the Google Display Network to provide a dedicated traffic generation strategy

that efficiently delivers qualified clicks to partner content and potential bookings. The Google Display Network is the largest display network in the world, giving partners access to over 90 percent of

the global internet population, including desktop and mobile users. It delivers an end-to-end display solution that builds on organic strengths in search, understands both user intent and page context, and leverages automation to make ads more relevant and effective.

BRAND USA IN-COUNTRY MULTI-CHANNEL PROGRAM 2016-2017

TRAVEL USA MAGAZINE

Partner messaging is included in Travel USA, a glossy full-color travel

magazine that’s rich in editorial content as well as targeted partner content. With vivid storytelling and inspirational imagery, these magazines serve as vibrant storyboards designed to motivate consumers during the optimum travel-planning periods. Distribution is geo-targeted to top HHI via the best lifestyle magazines and/or newspapers in each market.

9Hay mucho mas por descubr i r .8 VisitTheUSA.mx

CENA, BAILA, REPITE COMBINACIÓN CON LA CULTURA LATINAEl choque de culturas que encontrarás en todo MIAMI, Florida, ofrece sabores y sonidos muy diversos del Caribe, América Latina, América Central, además de los propios de Florida.

SABORES: Visita Ball & Chain, en Little Havana, un club de la época de 1930 recreado como una fusión entre lo antiguo y

lo moderno; allí encontrarás de todo, desde tapas hasta Calle Ocho (un trago estilo Old-Fashioned que se prepara con ron y hojas de tabaco). Cena by Michy, de la jueza de Top Chef, Michelle Bernstein, es reconocido por sus costillas estofadas y sus sabores latinos con un toque moderno; por otro lado, Versailles es un restaurante cubano clásico que sirve tostadas y cafecitos desde la ventanita mientras esperas en la acera. Es una zona popular para visitar a la madrugada luego de una salida nocturna. La zona de

Coral Gables es conocida por su gran variedad gastronómica, con restaurantes que sirven platos de todo el mundo. En el Design District, Brickell y Wynwood, encontrarás restaurantes modernos que son populares entre los visitantes más adinerados característicos de Miami.

MÚSICA: Hoy Como Ayer, un nostálgico centro de salsa, reúne a los fanáticos de la música cubana más tradicional. El Tucán es un club y restaurante nuevo más moderno que rinde homenaje al club nocturno Tropicana, en la Habana, con tragos preparados con champaña, una orquesta y bailarinas con trajes de lentejuelas. El Adrienne Arsht Performing Arts Center, en el centro de Miami, que ofrece desde flamenco hasta ballet, es un centro de espectáculos en vivo y una maravilla arquitectónica al mismo tiempo.

VisitTheUSA.mx/Miami

Estas dinámicas ciudades de los Estados Unidos son inconfundiblemente destacadas por estar en el top de la escena culinaria y la música en vivo. u

CONTINUA u

Fotos de izquierda a derecha: el barrio Little Havana en Miami, Florida; la calle Ocean Drive en Miami Beach, Florida

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REGIÃO DA CAPITAL WASHINGTON, D.C., MARYLAND E VIRGÍNIAAssista a um jogo de futebol, veleje ao sabor do vento, veja a Triple Crown nas corridas de cavalo, a Preakness, no Pimlico Race Course, ou se jogue em um dos campos de golfe de nível profissional da área, que inclui as cidades dinâmicas de Baltimore e Filadélfia. As duas ficam a uma curta distância de Washington, D.C., seja de carro ou de trem, para que você possa transformar suas férias com temas esportivos em um programa completo.

DE OLHO NOS TIMES: Da National Football League (NFL), você pode ver Washington Redskins, Baltimore Ravens ou Philadelphia Eagles em uma tarde de domingo; a National Hockey League (NHL) tem o Washington Capitals e o Philadelphia Flyers; a National Basketball Association (NBA) tem o Washington Wizards e o Philadelphia 76ers, que você

pode ver nessa mesma noite. Visite nos meses de verão e assista a um jogo da Major League Baseball (MLB) com o Washington Nationals, o Baltimore Orioles ou o Philadelphia Phillies.

VisiteOsUSA.com.br/CRUSA

NOVA YORK, NOVA YORK Durante os meses mais quentes, velejar, remar e passear de barco nas águas da região são passatempos populares; no inverno, áreas para esqui e snowboarding estão a poucas horas de carro.

DE OLHO NOS TIMES: A área de Nova York se orgulha de ser a maior e melhor dos EUA em tudo, inclusive em esportes profissionais. Entre os vencedores de campeonatos do passado estão New York Giants e New York Jets, do futebol americano, Mets e Yankees, do beisebol, e New York Rangers, New York Islanders e New Jersey Devils, do hóquei. Fãs de

basquete sabem que o New York Knicks é ex-campeão mundial, mas há também o Brooklyn Nets. Nova York é conhecida por uma série de eventos esportivos anuais, inclusive o U.S. Open de tênis, a final da Triple Crown da corrida de cavalos no Belmont Park e o torneio anual de boxe amador Golden Gloves.

VisiteOsUSA.com.br/NovaYork

SUL DA CALIFÓRNIASkate, surfe, esportes radicais e vôlei de praia: praticamente todos começaram por aqui. Com geografia diversa, você pode esquiar de manhã e surfar de tarde; fazer um hiking no deserto um dia e escalar picos alpinos no dia seguinte. O sul da Califórnia tem tudo isso para você.

DE OLHO NOS TIMES: A Califórnia tem mais equipes profissionais que qualquer outro estado do país. Só no sul da Califórnia os fãs de beisebol podem ver o Los Angeles Dodgers, o L.A. Angels of Anaheim e o San Diego Padres; os fãs de basquete têm o L.A. Lakers e o L.A. Clippers; e quem curte hóquei tem o L.A. Kings e o Anaheim Ducks. Para fãs de futebol americano, há o San Diego Chargers.

VisiteOsUSA.com.br/California

MIAMI, FLÓRIDAO sul da Flórida tem para todos os gostos: faça mergulho autônomo ou snorkeling no John Pennekamp Coral Reef State Park ou veleje em um catamarã na Biscayne Bay; pesque em águas profundas na Corrente do Golfo ou tente pegar um peixe no Everglades National Park. Curta a cidade vista pela água enquanto pratica caiaque ou stand-up paddle. Jogue uma rodada de golfe em um campo de nível profissional ou tenha uma aula de tênis com um dos vários profissionais que moram na área.

DE OLHO NOS TIMES: Miami também é lar do Miami Heat, da NBA, do Miami Marlins, do beisebol, e do Miami Dolphins, da NFL – o único time de futebol profissional a ter uma temporada inteira invicta, incluindo o Super Bowl. No Marlins Park, a Clevelander Marlins Park Baseball Experience traz à vida a atmosfera do famoso hotel Clevelander, em South Beach – com DJs, dançarinos, pernas-de-pau e até uma piscina. O Florida Panthers, da NHL, fecha o quadro profissional.

VisiteOsUSA.com.br/Miami

POR AMOR AO JOGO

Não existe nada igual a se sentar nas arquibancadas, em um dia ensolarado, para torcer para um time favorito. Seja você fã de beisebol, basquete, futebol americano ou

outro esporte, esses destinos nos EUA são férias perfeitas para amantes do esporte.

Fotos da esquerda para a direita: Citizens Bank Park, Filadélfia, Pensilvânia; fãs no jogo do San Diego Chargers, San Diego, Califórnia; skateboard no pôr-do-sol na Venice Beach, Califórnia Comece a planejar as férias de seus sonhos nos EUA ainda hoje! Expedia.com.br/VisitTheUSA

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VisiteOsUSA.com.br 76 Descubra os Estados Unidos como nunca antes.

Mexico Spring 2016

Brazil Spring 2016

Discover th is land, l ike never before.

28

DiscoverAmerica.com 29

CharlestonA coastal city where history lives.This charming, seaside city with a semi-tropical

climate has 20 golf courses of exceptional and challenging variety as well as an array of breath-taking coastal terrains, from true links style to Lowcountry forests. Quite simply, there's a perfect course for every level of player in Charleston. The city is also known as a culinary wonderland. Savour the cuisine of internationally recognized chefs who create feasts with fresh fish from the Gulf Stream waters, shellfish from the region's tidal creeks, and local produce. Whether by land or sea, Charleston offers plenty of special-interest tours for those who want to learn about the local history and exquisite architecture, and experience the magnificent scenery of the Lowcountry.

charlestonareagolf.com

Hilton Head IslandWorld-class amenities in a seaside setting.With more than 30 championship golf courses – 24 of them open to the public and seven

ranking among the USA's top 100, according to some of the world's most respected golf

publications – Hilton Head Island has no shortage of opportunities for both novice and skilled

players to tee off. It's all on a lush island paradise with gorgeous, wide beaches and 100 miles

of interconnected bicycle trails to explore. Spend an invigorating morning on the course and

rejuvenate in the afternoon at a spa, on the waterways or on a cultural heritage tour. Farm-to-

table cuisine and evening music venues cap a brilliant holiday in the warm Island sun.hiltonheadislandholidays.co.uk

golfbreaks.com/discover-americaDiscover Hilton Head and Charleston, contact Golfbreaks.com

to book your dream golf break to South Carolina

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DISCOVER AMERICA | GOLF

GOLF | DISCOVER AMERICA

The Fall 2015 UK magazine earned the 2015 HSMAI Gold Adrian Award.

BRAND USA IN-COUNTRY MULTI-CHANNEL PROGRAM 2016-2017

Brand USA has partnered with Expedia to enhance the activation strategy. A turn-key digital marketing campaign is included as part of all

Multi-Channel Programs (excluding China) with these partner benefits:

Traffic is driven to a custom, Travel USA-branded Expedia landing page featuring all partners. Brand USA will invest up to $1 million across Multi-Channel Programs to support this strategy!

Dedicated responsive landing pages or “Hotel Search” result pages provided for Tier 1 and Tier 2 partners respectively – turn-key development included.

Partner-specific campaign reports measure a 30-day period and include total room nights booked, and total gross revenue for these bookings. State co-op reports will also measure gateway markets. A campaign conversion study is done to measure post-view or post-click activity for all participating partners resulting from the multi-channel campaign traffic driver ads.

PARTNERSHIP WITH EXPEDIA

MULTI-CHANNEL 2016 EXPEDIA RESULTSWithin the 30-day campaign and 30 days post campaign, three campaigns resulted in*:

21,213 room nights booked

Total of $50,923,772 in gross revenue booked — 26.4% converted directly from post-view or post-click

*Results based on bookings/revenue for all participating partners in the following campaigns: Canada Winter 2016, UK Winter 2016 and Australia Winter 2016

Partner’s custom Expedia landing page

BRAND USA IN-COUNTRY MULTI-CHANNEL PROGRAM 2016-2017

EXAMPLE OF EXPEDIA RESULTS FOR A MULTI-CHANNEL PROGRAM UK, Winter 2015-2016

The following results include all participating partners in the Winter 2015/16 Multi-Channel Program for UK.

Source: Expedia UK internal booking data

Total Ad Impressions Delivered:

9.5 Million Total Gross Revenue Booked During & 30 Days Post Campaign:

$26.1 Million$6,195,435 or 24% converted directly post-view or post-click on an Expedia campaign ad

Total Room Nights Booked During & 30 Days Post Campaign:

107,897