Young travellers are being told to take road trips to less-explored destinations across the USA as part of a new initiative by STA Travel and Brand USA.
The agency group this week joined forced with the destination marketing organisation to launch the new campaign titled ‘State of Play in the USA’.
According to STA Travel’s Product Trading and Marketing Director, young Aussies are visiting the destination’s major gateways such as Los Angeles and New York, and neglecting out-of-the-box spots which offer unique American experiences.
“We want to expand Australian travellers understanding of what an American adventure could entail and how the usual tourist hot spots don’t even scratch the surface of this great country.”
Andrea Robinson, STA Travel’s Product Trading and Marketing Director
As part of the new campaign, STA Travel and Brand USA will promote unknown destinations ideal for roadtrips throughout California, New England and New Orleans.
Robinson said these parts of the USA offer unique food, music, arts and sporting cultures.
“From gourmet food trucks in Oakland, to the burgeoning live music scene in New Orleans to the historical art scene in New England, the USA has something for every traveller’s tastes,” she said.
At the heart of the campaign is a video series, which follows the summer adventures of Aussie vlogger Louna Maroun, as well as Brit vloggers Steve Booker and Doug Armstrong, as they road trip through the Deep South, California and New England.
The videos can be found on STA Travel’s Youtube page or along this article.
The campaign will also be supported by special branding and offers in specialist retail stores.
The new partnership comes after new figures found 16 percent more Australians visited the USA last year compared to the previous year.
It also follows last month’s announcement that STA had partnered with Destination Canada to raise awareness of Canada’s travel potential for millennials.
