$ % MILLION TRILLION BRAND USA 2014 DISCOVER AMERICA INSPIRATION GUIDE

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2 Canada Germany UK & Ireland South Korea USA France Austria China Mexico Brazil Switzerland India Hong Kong Taiwan Japan Brand USA s mission is to expand the United States presence as a top travel $1 100 destination for international visitors. As one of its key marketing programs, Brand USA selected Miles to create a topof-funnel Inspiration Guide to MILLION 100% entice visitors from traditional The number of and emerging markets for the international U.S. in 10 languages. visitors the U.S. TRILLION The equivalent of one trillion U.S. dollars is spent annually on travel throughout the globe wants to welcome annually by 2021 Australia New Zealand Globally, spending on travel is expected to double by 2030

3 Experience Pillars Great Outdoors National, State, and Local Parks Beaches and Coasts Zoos and Aquariums Camping and Fishing Hiking and Biking Gardens and Arboretums Scenic Byways & Road Trips Rail Travel Recreation & Sports Urban Excitement Big City Buzz Iconic Architecture Shopping Walking Tours Neighborhoods and Streetscapes People Watching (Celebs, see and be seen) Performing Arts Indulgence Theme Parks Culture (History to Pop Culture) Brand USA s goal was to create a stunning inspiration piece to encourage international visitors to consider the U.S. for their next vacation. Gaming Spas Resorts Food/Wine Music Night Life Art Galleries and Museums Festivals and Events Sporting Events Landmarks and Historic Sites Monuments and Memorials Hollywood and Rock and Roll The Discover America Inspiration Guide supports Brand USA s Marketing Pillars and messaging, while showcasing the diversity of our country and its people. It was vital that the guide be supported by significant industry participation with sponsored space that supported the brand. Let the silence move Redwoods you on Birch State Lake, Park, Minnesota. California. Brand USA 1725 Eye Street NW Suite 800 Washington, DC For information about partnership opportunities, please contact Michael Carroll, Director of Partner Programs direct line mcarroll@thebrandusa.com Expand your horizons Redwoods on the plains State of Park, North California. Dakota. Ultimately, the goal was to reach a significant number of travel influencers and consumers through both the printed and digital guides. Savor Redwoods the fresh tastes State Park, of New California. England. Redwoods State Park, California. Brand USA Display Ad Campaign

4 Inspiration Guide covers for Germany, South Korea and Mexico The key strategy for the Discover America Inspiration Guide was to showcase the United States as a land of amazing and unique travel experiences. Brand USA s tagline was the theme for the guide. Our team differentiated this product in the marketplace by creating a top-of-funnel inspiration piece. Its job is not to be the how-to guide to visiting the U.S., since these publications can be readily found in most of the target international countries. This top-of-funnel strategy was also incorporated in the advertising, with sponsored space fitting seamlessly into the visual product.

5 Sponsored space in the publication looks like content (Mexico guide) To successfully execute the strategy, we designed the Inspiration Guide to create appetite for travel to the U.S. through stunning visual imagery, as well as use of the Discover this land, like never before. tagline. The guide promotes the four Brand USA Marketing Pillars (Great Outdoors, Culture, Urban Excitement and Indulgence) and focuses on the senses to promote U.S. travel experiences. The guide contains no display ads for its primary participants: state and regional destinations. Instead, destinations had the opportunity to purchase sponsored space, created by editors and designers to fit cohesively with the content and mission of the publication. Content showcased U.S. travel experiences through the senses. (France guide) 10 Großartige Natur Großartige Natur Einst war Amerika von unberührter Wildnis geprägt. Heute haben Sie die Möglichkeit, die atemberaubenden Naturlandschaften zu entdecken. Utah, CANYONLANDS NATIONALPARK Besucher der Island in the Sky genießen auf über 300 Metern Höhe einen großartigen Blick über den Canyon. CHARLIE MUNSEY/CORBIS HEEB PHOTOS/ESTOCK PHOTO Großartige Natur Offizieller Amerika-Reiseführer 11 ALASKASTOCK/MASTERFILE HEEB PHOTOS/ESTOCK PHOTO Minnesota, BOUNDARY WATERS WILDERNESS Mehr als Seen in abgeschiedener Wildnis, ein wahrlich großartiger Ort zum Kajakfahren und Fischen. Alaska, JUNEAU In den Küstengewässern Alaskas gibt es Schwert- und Buckelwale, die über die Inside Passage hierher ziehen. Hawai i, O AHU Die hawaiianischen Inseln bieten einige der schönsten, einzigartigsten Strände der Welt. Hier sehen Sie einen Sandstrand auf O ahu. Implementation of Brand USA s Culture (South Korean guide) and Indulgence (German guide) Marketing Pillars

6 Winner of Addy and HSMAI awards 135 destination participants (more than 100% growth from 2013!) The Miles/Brand USA team created an inspiration guide with images that are powerful, emotional, thought-provoking and memorable, depicting the excitement, breadth and diversity of travel experiences in the U.S. The team exceeded goals for industry participation, with 65 destinations participating and the revenue goal met through sponsored content that supported the brand visually and in messaging. The guide was distributed to travel influencers worldwide, in print and digital versions, more than 100 million digital impressions promoted the guide. Digital exposure through 13 ebooks More than 100 million digital impressions (3X the digital distribution in 2013!) International Visitation Up! 550K copies distributed in 21 countries to travel influencers (40% growth in circulation over 2013!) Visitor arrivals to the U.S. increased 4.5% in 2013 due to Brand USA s marketing efforts. As the official travel guide to the USA, the Discover America Inspiration Guide is a key marketing component of Brand USA s overall strategy.