Brand USA Breaks New Ground with Super Bowl Ad Aimed at International Audience

In a historic first, Brand USA, the official marketing organization for the United States, is set to broadcast a Super Bowl advertisement targeting international viewers in Germany and the UK. This strategic move aims to harness the electrifying atmosphere of one of America's most iconic sporting events to inspire global travelers to explore the diverse landscapes and urban marvels the U.S. has to offer.

A Strategic Focus on Key Markets

The decision to air the ad during the international broadcast of the Super Bowl underscores the importance of Germany and the UK as leading sources of inbound tourism to the United States. With millions of travelers from these countries visiting the U.S. annually, the ad seeks to further stimulate interest and travel from these vital European markets.

Leveraging the NFL's Global Appeal

This advertising initiative is part of an ongoing partnership between Brand USA and the NFL, aiming to connect with a broader demographic of international travelers who share a passion for American football. The NFL's efforts to broaden its international footprint, including hosting games in Germany, align with Brand USA's objectives to showcase the U.S. as a premier destination for global visitors.

Capturing the Super Bowl's Universal Excitement

The 15-second spot crafted by Brand USA is designed to capture the essence of the Super Bowl's excitement, linking the thrill of the game with the allure of travel across the United States. Staci Mellman, Brand USA's chief marketing officer, emphasized the ad's aim to entice viewers with the promise of unforgettable experiences, from the nation's vast natural wonders to its iconic urban landscapes.

The NFL's Growing International Fanbase

The NFL's popularity in Europe is on the rise, with millions of fans in the UK, Ireland, and Germany. The league's International Series games in Germany and the increasing viewership of the Super Bowl abroad are testament to American football's expanding global reach. Brand USA's Super Bowl ad taps into this growing enthusiasm, inviting international fans to not only enjoy the sport but also explore the country at its heart.

A Global Stage for American Tourism

With over 56 million people worldwide tuning into last year's Super Bowl, Brand USA's international advertisement represents a significant opportunity to promote the U.S. to a global audience. This pioneering approach reflects a dynamic strategy to attract international tourists, leveraging the universal appeal of sports to showcase the United States' rich travel experiences.