Global Perspective: September 2024

Brand USA's recent campaign tapped into Copa América as a pivotal cultural moment, aiming to boost familiarity with host destinations and beyond, while encouraging fútbol fans to extend their stay. This initiative also laid the groundwork for building excitement for FIFA World Cup 26™.

We took a phased approach, tailoring our messaging before, during, and after the games with social-first creative that put travelers at the center of the COPA experience. By leveraging on-the-ground content from creators, we delivered authentic, first-person experiences which resonated with audiences and felt native to their social feeds.

The campaign delivered impressive results:

• 648MM+ impressions across online video, linear TV, social video, streaming audio, and display.
• 14 destinations featured in our creative across eight countries, including key markets (Canada, Mexico, Brazil, and Colombia) and new markets (Argentina, Chile, Ecuador, and Peru).
• Partnering with Sojern, we generated $2.7MM in economic impact and achieved a 36:1 return on ad spend during the campaign.

On social media, we reached 132M travelers and soccer fans, generated 45.3M engagements, and garnered 501M video views. TikTok emerged as the top platform, delivering the highest reach, impressions, and engagement.

This campaign allowed us to spotlight key destinations, while setting the stage for FIFA World Cup 26™ by amplifying anticipation and engagement across global audiences.