Brand USA, the tourism marketing body for the United States of America, has teamed up with ESPN to produce a suite of 51 new sports tourism and destination feature videos.
Currently live on DiscoverAmerica.com, the videos – each between two and three minutes in length – focus on major sports teams, where tourists can catch a game, as well as discovering various sporting activities they can get involved in.
As well as diverse global pastimes, such as golf, watersports, running and winter sports, American favourites like rodeos and NASCAR racing also feature.
The videos are built into an easy-to-use interactive map called the United States of Sports, and highlight professional sports teams, including baseball (MLB), American football (NFL) and basketball (NBA), as well as detailing the best places to watch them – both in the stadiums and elsewhere.
They also focus on local and often quirky events taking place throughout the year, such as a ground quidditch tournament in Illinois, Powwows in Oklahoma, and the Tour de Donut in Ohio.
Brand USA aims to educate and inspire more international visitors to the United States by showcasing the best that American sport and recreation have to offer.
The campaign with ESPN highlights the diversity of sporting experiences and unique and welcoming sporting cultures available in the United States of America in a fresh and unexpected light, inviting visitors to ‘Discover this land, like never before’.
Chris Thompson, President & CEO Brand USA, said: “This is an exciting launch for us. To have this number of destination videos at such high quality that we can showcase to consumers considering a holiday in the USA is incredible, and will hopefully help them in their decision about which destinations to visit.”
Thompson continued: “By showcasing such variety of both sporting and recreational activities, we aim to inspire visitors to look at our country and the diverse and unique tourism opportunities available across the United States. Sport draws Americans together and for visitors getting tickets to a sporting event is the perfect way to get involved in the American way of life. We want everyone to get in the game.”
Alan Fagan, Director of Advertising Sales, ESPN - Europe, Middle East & Africa said: “We are delighted to work with Brand USA to deliver this innovative campaign. By combining the best of ESPN’s products and platforms with compelling content, fun and engaging user experiences and a deep understanding of U.S. culture and sports, we have created a unique partnership that helps people around the world connect to the unique aspects of U.S. sport and brings them closer to experiencing the best that the USA has to offer.”