America’s Wild, Presented by Trailfinders and Visit The USA
Situation
Brand USA, the destination marketing organisation for the United States, in partnership with Trailfinders, the U.K.’s largest independent travel company, developed a fully-integrated, standout activation to influence and convert a highly relevant target audience. The activation seamlessly combined trade, PR, consumer and paid media activity, providing valuable opportunities for DMO partners.
The objective was to increase destination awareness to help drive bookings across the U.S. as well as ignite the curiosity of U.K. travellers by showcasing the vast and diverse landscapes of the USA.
Action
Brand USA, in collaboration with Trailfinders, teamed up with designers ‘Inspired Earth Design’, to create the ‘America’s Wild’ Show Garden at RHS Hampton Court Palace Garden Show, showcasing three distinct North American landscapes – desert, forest, and prairie.
Prior to the event, the team organised a group press trip to Oregon, issued targeted press releases, pitches, profile opportunities and arranged media gifting.
To kickstart the six-day show, the team hosted media and celebrities at the garden during press day, as well as organising a performance by the West End cast of Oklahoma!
Activities during the garden show included a trade networking breakfast, a 4th of July media and consumer celebration, VIP Travel Agent training, a mainstage panel discussion, and a consumer ticket giveaway. The campaign also included collaboration with DMO partners Visit Austin, Explore Charleston, and Travel Oregon, supported by a consumer marketing initiative emphasising the brand’s commitment to the great outdoors.
Results
The ‘America’s Wild’ garden saw over 130,000 visitors throughout the show, as well as swept the awards table winning top place in all three categories: Best in Show (The Tudor Rose Award), Show Garden and Best Construction. The garden was also visited by numerous celebrities including Mary Berry.
The campaign has subsequently been awarded Bronze in the ‘Integrated Campaign – Business to Consumer’ Category in the 2023 HSMAI Adrian Awards.
The garden has also created a lasting legacy and is now located in the U.S. Embassy / Ambassador’s Residence in London and the American Museum & Gardens in Bath. This relocation provides opportunities for both the general public at the American Museum & Gardens and visiting dignitaries at the U.S. Embassy to take inspiration from the landscapes of the U.S. for years to come.
53 million+ marketing impressions
40+ pieces of coverage generated
Including I news, TANK Magazine, The Telegraph and Travel Weekly
54,737,861 total PR reach
Generated from all coverage
1 Vanity Fair photoshoot
October Edition
3 TV broadcasts achieving 8,988,000 total viewership
BBC Gardeners’ World, ITV Good Morning Britain and ITV News
16,000 competition entrants
85+ media and trade guests hosted
1.3 million impressions across 3 hosted influencers
