Brand USA’s ‘America the Beautiful’ Campaign Sets the Stage for Global Launch

• The Brand USA campaign showcases a very tiny sample of the cultural and geographic diversity of America. This small sample would act as a teaser until its complete global release in August 2025. 
• Against the complex narratives of immigration, the campaign intends to represent acceptance, cultural exchange, and how an international connection is forged.

As Americans prepare to mark the 4th of July with traditional celebrations, Brand USA is shifting attention toward a different kind of commemoration—an outreach that speaks not only to national pride but also to a broader, international audience eager to reconnect with the U.S. through travel and culture.

The “America the Beautiful” campaign, officially unveiled on June 16, 2025, at IPW in Chicago, is designed to serve as a powerful reminder of the United States’ geographic and cultural variety. It is scheduled to roll out globally in August 2025, but the pre-launch activity has already begun gathering visibility and momentum across several key markets.

This message of welcome comes at a time when the United States is under global scrutiny for its immigration enforcement policies. Despite headlines around increased deportations and border enforcement actions, the campaign emphasises a softer, more inclusive narrative—one that presents the U.S. as a destination open to global citizens, culturally rich and diverse, and eager to re-establish its ties with the international tourism community.

Where the campaign is already visible

In the United Kingdom, commuters and city-goers are encountering campaign visuals across wrapped Tube stations in London, where influencer-hosted pop-ups are bringing immersive elements of American travel directly to the public. Simultaneously, placements in digital media outlets like BBC and The Guardian are broadening reach among UK travellers.

Across Canada, teaser content highlighting the Pacific Northwest and Great Lakes regions is running on Instagram and YouTube, driving up engagement with younger, mobile-first users.

Germany is seeing regional storytelling through partnerships with ARD and ZDF, featuring states like New Mexico, Oregon, and Vermont that might not always appear on mainstream travel itineraries.

In Australia, the campaign is leveraging creator-led content around themes like the Great American Road Trip, supplemented by digital OOH placements in central Sydney and Melbourne.

Brazil is the focus of Carnival-style storytelling, with vibrant narratives centred on cities like Miami, New Orleans, and San Diego—each known for rich cultural heritage and celebratory traditions.

South Korea is receiving a mobile-optimised experience, with vertical-format reels that guide users through curated food trails in places like Texas and California, tailored specifically for smartphone viewing.

Preview activities underway

Ahead of the official August launch, Brand USA has initiated a range of promotional activities designed to stir curiosity and draw global attention. Short-form teaser videos are circulating on digital platforms, while cities like London and Sydney are hosting pop-up VR experiences that allow users to virtually step into various American settings.

The release of limited-edition digital passports, which unlock AR content through the campaign app, is encouraging interactive participation. Over 60 global influencers are contributing to Instagram Reels that preview campaign themes with destination-specific stories.

Early digital response and reach

Since teaser content began appearing in late June, videos tied to the campaign have already accumulated over 45 million views. The official microsite has seen a 26% increase in engagement during early July, with traffic arriving from over 90 countries—an early indicator of the campaign’s broad international appeal.

Core focus areas of the campaign

Each segment of the campaign emphasises the lived experiences of individuals across the United States, highlighting diversity not as an abstract idea but as a day-to-day reality shaped by language, food, music, history, and environment.

By drawing attention to landscapes from Alaska to Louisiana and moments from small-town festivals to coastal drives, the campaign avoids presenting the U.S. as a monolith, instead offering a layered invitation to explore.

Upcoming featured content

New content rolling out in the coming weeks includes:

• Intimate jazz performances in Kansas City bars
• Guided desert treks with Navajo hosts in Arizona
• Long-form travel diaries capturing Highway 1’s scenic pullouts
• Regional barbecue experiences across Texas towns
• Community-based folklore festivals in Appalachian villages

These stories are designed not as mere postcards but as immersive narratives that encourage exploration beyond the usual tourist paths.

Interactive and participatory tools

To support deeper user involvement, the campaign includes a variety of tools already active:

• Augmented reality postcards distributed through the app
• Region-specific social filters are activated in targeted locations
• A user-generated campaign map where travellers can share short-form video stories linked to their American experiences

Visual design and storytelling style

The campaign integrates both drone footage and on-the-ground, handheld videography, ensuring both scale and intimacy. The content is shot primarily in portrait mode to accommodate mobile viewing preferences, with subtle use of colour grading that reflects regional tones—from desert reds to coastal blues.

Brand USA is not waiting for the August rollout to introduce this new approach—it is already embedding its message into global feeds and physical environments. The strategy is measured, gradual, and intentional: offering enough to generate anticipation while holding back the full release until all media assets are ready.

For viewers in London, São Paulo, Seoul, or Melbourne who are already encountering glimpses of the U.S. through this lens, the campaign is not simply promoting destinations—it is creating a bridge, ahead of its official August debut.