Brand USA, the tourism marketing body for the United States of America, has teamed up with ESPN to produce an online sports calendar which is now live on the consumer website, DiscoverAmerica.com.
Housed on a new specific sports page, DiscoverAmerica.com/USA/espn-calendar.aspx , the calendar gives users the opportunity to understand which cities are hosting which US sporting events and teams so they can plan their holidays accordingly and experience some of the unique and passionate US sporting culture. The easy-to-use tool provides background information on the teams, as well as detail about each game and provides relevant news, training and scouting updates.
Brand USA aims to educate and inspire more international visitors to the US by showcasing the best that American sport and recreation have to offer. The campaign highlights the diversity of sporting experiences available in the United States of America in a fresh and unexpected light, inviting visitors to “Discover this land, like never before.”
Kristin Nichols, Associate Director of Advertising Sales, ESPN – Europe, Middle East & Africa said: “Sport is both a global and local institution. The competition and cultural bond of sport is shared all over the world, but individual sports, games, traditions and teams make up different parts of each country’s cultural fabric. This campaign highlights for the world’s fans the truly distinctive sporting culture of the U.S, and the launch of this calendar allows them to create one-of-a-kind trips to experience and share in that.”
Chris Thompson, CEO Brand USA, said: “This is an exciting launch for us and tapping into the sports market is important to us and our partners. Sport draws Americans together and for visitors getting tickets to a sporting event is the perfect way to get involved in the American way of life. This new online sports calendar allows users to get behind their team and enjoy the game.”
Thompson continued: “Through this multifaceted campaign with ESPN we aim to inspire visitors to look at American sports and the diverse and unique recreational tourism opportunities available in the United States.”
The partnership also includes a robust media campaign; a unique game to enable users to find out more about U.S. sports and find the right team for them to follow; and a selection of bespoke branded video features highlighting each State’s sport and sports tourism highlights.