Real-World U.S. Brand Examples to Learn From
1. Pure Michigan
This long-running campaign has generated over $8 billion in visitor spending since launch. By focusing on emotion-led storytelling across seasons, they keep their narrative fresh while maintaining brand continuity.
2. Airbnb’s “Live Anywhere” Campaign
Targeted at remote workers, this campaign repositioned Airbnb as more than a short-stay service—branding it as a lifestyle. It significantly increased long-term bookings and brought destination marketing into people’s daily work lives.
3. Las Vegas Convention & Visitors Authority (LVCVA)
Their pivot post-COVID was masterful: “Vegas You” redefined the city as a place to reconnect with yourself, not just party. It’s now a case study in brand reinvention and user-generated content marketing.
4. Visit California’s Recovery Push
They invested $95 million in recovery ads across digital, radio, and TV in 2022–2023, showing that smart media mix backed with storytelling helps regain lost market share quickly.
These cases show that tourism marketing is not just reactive—it can be visionary and even recession-resistant.
Continue reading…
Curious about career options in tourism marketing or how students can break into this creative-yet-analytical field? The final section reveals job roles, required skills, and marketing frameworks used in real tourism campaigns.
