- Brand USA launched More to Love campaign.
- Campaign targets eight international markets.
- AI data shows broader travel plans.
The campaign, called “More to Love,” launched on the day of the World Cup final, Brand USA said in a statement. It includes a static post and three short videos showcasing visitor experiences alongside landscapes, communities and attractions in the U.S.
Starting July 20, paid promotions will run on Facebook, Instagram and TikTok in Argentina, Australia, Brazil, India, Japan, South Korea, U.K. and Ireland.
"The World Cup created an extraordinary opportunity to showcase the energy, authenticity and welcoming hospitality of the U.S.,” said Fred Dixon, Brand USA president and CEO. “Insights from our AI-enabled trip planning hub showed that fans wanted to experience much more than the matches, planning road trips between host cities and visits to national parks as part of their journeys.”
Leah Chandler, Brand USA chief marketing officer, said fans’ social media posts captured some of the tournament's most memorable moments.
“This social series is our way of thanking our visitors for sharing those moments and reminding them that while the tournament may be ending, their journey through the USA is just beginning," she said.
Before the tournament, Brand USA launched America the Beautiful Game, an AI-powered trip-planning platform that helped visitors plan trips around World Cup matches. Data from the platform showed many international fans planned to visit national parks, attractions and destinations beyond the host cities.
Los Angeles hotels rebounded as last-minute FIFA World Cup bookings boosted occupancy and room rates.
