Brand USA: More to Love
As the excitement of the FIFA World Cup reached its peak, how do you compel millions of international visitors to return to the U.S. before they even depart?
Instead of creating a “traditional” highlight reel, we started by asking: What if the World Cup wasn’t the main event, but the beginning of something bigger? “More to Love” transformed a recap into an invitation, bringing a fresh perspective to conventional destination marketing. This wasn’t just a thank-you to travelers for visiting: It was a calling card to show them what they can discover next.
These three social videos featured authentic user-generated content from global fans, blending raw moments of exploration with cinematic vistas of undiscovered sites across America. “Take Me Home, Country Roads” became an anthem of bonding throughout the tournament, and by incorporating it into the work, we achieved an emotional connection that resonated with international travelers before the excitement had a chance to become a memory.
By reaching out at the pivotal moment of fans’ departures from the United States, the campaign stood as a testament to the authentic connections and friendships that inspired the work, powered by the very people who lived the experience.