“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.”
President, CEO AdGenuity
Attract Japanese travelers to visit the U.S.
Reaching those travelers in a crowded, competitive online marketplace
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.
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.
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: