Brand USA: Every place has its own story

Brand USA is increasingly using original storytelling (= storytelling) to attract more tourists and make lesser known destinations attractive. This is also an important goal for Heinz Zimmermann, Chair of the Visit USA Switzerland Committee: “We want to show that the US has a wide and attractive range of offers for travelers, including those who have already visited the US several times.” He adds that it is critical that tour operators be able to offer exciting alternatives to typical travel destinations.

Why storytelling is so important to tourism was explained in three presentations at the American Brand Travel Week in Frankfurt/Main.

Original storytelling and many American voices

“I think every place has a story,” says Ashley Davidson, founder and creative director of Citizen Brand & Content Lab. “When you find out what really excites someone about their destination and tell that story, something magical happens.”

The secret is to create a “legendary idea” about a destination, said Dylan Thomas, co-founder of Atlas Obscura. “I think every place has to build on what makes it truly exceptional and unique,” he said. “Places like Nashville and Las Vegas really have this legendary aura, but not every place has it.” It’s not about being Nashville or Las Vegas, or trying to smooth out all the edges, says Thomas. “Let yourself be guided by who you are and from there you can broadcast it on your tours. Find the unique and let people dream. »

Join Thomas and Davidson adventurer Dirk Rohrbach, whose book and documentary In the River chronicles the 4,000-mile rafting journey down the Missouri and Mississippi rivers. “The number one priority in storytelling is connecting with people,” Rohrbach says.

He added that “interesting people” with stories to tell were the key to connecting travelers to a place and product. “Customers will never forget that encounter,” he says. “It gives them a connection to a place that they will always remember and tell others about.”

keep local

“The inclusion of authentic and culturally diverse activities makes the travel experience not just a commodity that can be purchased online – it allows the tour operator to truly personalize the product they are selling,” said Liz Bitner, CEO of Travel South USA. “Keeping Local” press conference.

Bitner was joined in the discussion by Kent Elliott, director of global sales for the Jackson Hole Chamber of Commerce, and Sherry L. Robert, CEO of the American Indian Tourist Association of Alaska Native.

Robert explained how incorporating Indigenous elements into the tours and encouraging clients to visit Native American communities not only contributes to the economies of these very small towns and villages, but also helps preserve the diverse cultures across the country. “We still have a rich culture, strong communities, and diverse languages, and we want to share that with everyone,” says Robert.

Elliott also stressed the need to strike a balance between tourism and the protection of local communities and national resources, saying that the Jackson Hole Travel and Tourism Board is developing a plan to manage sustainable destinations. “Tourism is the most important economic factor in Jackson, so it’s important to us, but we have to find the right balance,” he says.

Go USA TV: Everywhere has a story

“We are all part-time entertainment executives here,” Tom Garzelle, chief marketing officer for Brand USA, said during the press conference on the importance of storytelling.

“Entertainment content and interaction is key to inspiring consumers to take action,” he said. “As a destination marketer, we have a huge competitive advantage in this space because we see the entire experience – the content, the visuals, the people, the story – as our product.”

Garzilli stresses the importance of “authentic, attention-grabbing content” in order to stand out in a competitive environment where social media platforms, streaming services, and TV stations compete for attention. “You have to show integrity in telling stories,” he explains. “It’s about getting to know your audience. Nobody wants to be advertised anymore and we are very careful not to abuse our customers’ trust by forcing them with commercial messages.”

“It’s also important to stay true to yourself, no matter what your history is. You can’t be everything to everyone and you shouldn’t try to be something you don’t want to be,” Garzilli stresses. “Find unique and heartfelt stories, and let people tell their own. When you craft storytelling the right way, you’ll be rewarded with the trust and loyalty of an enthusiastic consumer.”

According to Garzilli, Brand USA’s Go USA TV platform, which was launched in 2018 to “tell the world America’s stories,” saw a 65% increase in organic viewership from 2021 to 2022. It is also said that plans are in place to develop a campaign to grow audience and viewership.

Chloe Roxanne Willenmann, Frankfurt

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