Brand USA has kicked off a new social-first campaign, ‘More to Love’, thanking international visitors in seven key markets, including Australia, who travelled to the US for the FIFA World Cup 2026 and capitalising on the momentum to invite them to return.
Timed to the FIFA World Cup 2026 final on 19 July, the ‘More to Love’ social series pairs real moments shared by visitors with the landscapes, communities and experiences beyond the host cities, set to a rendition of “Take Me Home, Country Roads”.
The series runs across Brand USA’s consumer social channels with one static post and three videos with targeted paid amplification across Facebook, Instagram and TikTok in seven markets: Argentina, Australia, Brazil, India, Japan, South Korea and the UK and Ireland.
What the campaign is selling to Australians
The pitch is squarely at return US visitation and travel beyond the host cities with road trips between destinations, national parks and lesser-seen corners of the country.
The message points to all 50 states, five territories and the District of Columbia, along with the country’s 63 national parks.
Ahead of the 2026 FIFA World Cup, Brand USA launched ‘America the Beautiful Game’, an AI-powered trip-planning hub that helped fans build personalised itineraries around the matches, taking in road trips, national parks and destinations beyond the host cities.
Brand USA President & CEO Fred Dixon said: “The World Cup created an extraordinary opportunity to showcase the energy, authenticity and welcoming hospitality of the United States.”
“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.
“‘More to Love’ builds on that interest by thanking travellers for coming, reminding them how much remains to be discovered and inviting them back to explore even more,” he said.
The campaign leans on content generated by fans themselves during the 2026 FIFA World Cup.
Brand USA CMO Leah Chandler said: “Some of the most memorable moments of the tournament came directly from fans, whose posts captured the excitement, surprise, and hospitality they experienced across the United States.”
“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.”
The US is one of the top long-haul destinations for Australian travellers and is among the leading outbound markets in Australian Bureau of Statistics (ABS) data. Host city searches among Aussies spiked before the Socceroos even qualified.
Brand USA is also equipping advisors with information to help close sales and answer FAQs, recently launching a free trade toolkit with approved messaging on US visa, entry and fee questions.
KARRYON UNPACKS: The FIFA World Cup 2026 delivered first-time US visitors and Brand USA is working on the follow-up for the traveller who saw one host city and could be persuaded back for a fortnight of road trips and national parks. With Australia named as one of seven amplification markets, the multi-stop itinerary is the story advisors can build on for clients who have the US fresh in their minds.
