Success Story

Brand USA

Brand USA Case Study

“When we wanted to motivate travelers in Japan to book U.S. travel through Brand USA, we knew we needed help. Based on its superior ad tech that sits on top of its DSP, and its global reach, we selected Rocket Fuel. Combined with Spongecell creative, designed to increase consumer engagement with Brand USA’s content (using Spongcell’s interactive display ads and VPAID units), we quickly saw outstanding results that surpassed industry benchmarks.”

Tania Leichliter
President, CEO AdGenuity

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Attract Japanese travelers to visit the U.S.


Reaching those travelers in a crowded, competitive online marketplace

Product Used

Rocket Fuel for Direct Response


Brand USA (originally The Corporation for Travel Promotion) was created in 2010 to encourage travellers from all over the world to visit the United States of America. The public/private marketing entity works in close partnership with the travel industry to maximize the economic and social benefits of travel in communities around the country. These benefits include fostering understanding between people and cultures and creating jobs essential to the economy. Through its website, Discover America, Brand USA inspires travellers to explore America’s boundless possibilities.


  • Drive awareness and intent with travelers in Japan to vacation in the USA
  • Gather market research regarding what types of experiences Japanese travelers were seeking to use for future creative executions
  • Build awareness of Discover America


  • Creating a digital advertising program in multiple international markets with different media restrictions and ad availability
  • Working with large media-buying agency that buys locally, but buys direct with publishers that don’t optimize toward performance


  • Display feature view rate 215.17% better than Travel industry benchmark (4.57% vs. 1.45%)
  • Display average time spent 68% higher than industry benchmark (25.2 seconds vs. 15 seconds)
  • Display engagement rate 42% better than average industry benchmark (5.38% engagement rate)
  • Video click-through rate lift 23% better than average industry benchmark (3.61% CTR)
  • 22% aggregate in-target percentage lift for vacationing in the USA

Product Used

  • Rocket Fuel for Direct Response

Market-Research Results

In our market-research survey, our main question was: “Which factor is most important when it comes to choosing a vacation destination?” We discovered through our survey responses that cultural attractions are the most important factor overall for Japanese travelers who come to the U.S.

We learned that households who had selected “cultural attractions” had been to the U.S. for vacation or business, so we wanted to find ways to attract them to come back to the U.S. These insights also informed our creative strategy to target prospective groups of U.S. travelers.

Why Rocket Fuel?

  • Rocket Fuel is able to provide a full-funnel approach for all branding, awareness, engagement, and direct-response initiatives
  • Rocket Fuel’s hands-on customer-service approach optimizes results
  • Rocket Fuel has deep experience in the Travel vertical

Big Data Audience Discoveries

When advertisers work with Rocket Fuel, their advertising learns and improves. What did we learn about the ideal audience for Brand USA in Japan? They tend to be:

  • Ages 35-39
  • Male
  • HHI $125K-plus
  • Professionals, technical workers

Popular Content Categories

  • Educational and Career Interests: Business School, Networking, Job Listings, Schooling
  • Travel Interests: Hotel & Accommodations, USA, Travel Agencies, Travel Services