Brand USA is the destination marketing organization for the United States. They promote tourism to America from countries around the world under the name “Visit the USA.”


Our campaign “Hear the Music, Experience the USA” tapped into the power of American music -- universally loved, and inextricably tied to the places where it’s made. As such, we partnered with five up-and-coming musicians from five different cities to define and explore the sound of their region by creating unique and wildly original covers of the American classic, “Do You Wanna Dance” by Bobby Freeman.

The songs were featured in music videos for each city, with video clips shared on social to increase awareness of the campaign and the brand’s music hub. Facebook Canvas ads let people explore the project, creating higher engagement, while a Spotify partnership brought the sounds of the cities to life in a different way, via playlists featuring popular songs inspired by the unique personalities of 20 destinations across the country. 

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We set out to appeal to prospective international travelers by capturing the diversity and creativity of American music.


In 2018, promoting international travel to the USA faced some headwinds.

In terms of production, the team had to identify terrific artists in each city, secure the rights to a great song with the flexibility to be adapted into different genres, and create cinematic content on a tight budget.


The campaign stirred enthusiasm among Brand USA’s destination partners–so much so that 10 other cities have extended “Hear the Music, Experience the USA” into a second a round. You could call it an encore.

  • Overall, the campaign achieved over $5.8 million in earned media value & $69 million in earned media impressions.

  • The Spotify destination playlists averaged 21 minutes per session.

  • Social achieved over 3 million engagements.

  • Across 10 markets & tactics, the campaign produced over 70 million in digital engagements.