Famous faces, hidden places

A cinematic journey across America

Man playing trumpet on street corner in front of a red brick building.

Brand USA approached BBC StoryWorks with the challenge to stand out in an increasingly competitive travel market, showcasing the US as a must-visit destination for international travelers' next adventure.

USA Through Film, produced for Brand USA by BBC StoryWorks, is a dynamic exploration of the many contrasting landscapes, cultures, and characters of the USA, driven by human-centric storytelling. This advertisement feature film series showcases the natural beauty, vibrant cities, and cultural diversity of the USA.

Told through the eyes of beloved actors, producers, and filmmakers, the series uses human-led narratives to connect emotionally with global audiences with localised content around the world. Through fine dining and holes in the wall, high culture and public art, desert vistas and urban hubs, we learn even more about our already-familiar hosts against the backdrop of cities they love.

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USA Through Film Season 2 garnered 332M impressions across BBC channels

Through the BBC StoryWorks Science of Engagement tool we recorded that after Brand USA's target demographics viewed USA Through Film...

80% of participants said they plan to visit the US within the next 12 months
Exposure to the videos produced a 75% lift for "Very Positive" sentiment towards the United States

*All campaign results sourced from BBC.com analytics and BBC StoryWorks Science of Engagement

Famous faces, hidden places

A cinematic journey across America

Brand USA approached BBC StoryWorks with the challenge to stand out in an increasingly competitive travel market, showcasing the US as a must-visit destination for international travelers' next adventure.

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