The US TV channel that can help you sell the destination
Jackie Ennis, vice-president, global markets for Brand USA, explains how agents can utilise the GoUSA TV platform
What was the original idea behind the GoUSA TV platform?
This [concept] of bringing together content from across the States and delivering it to a consumer audience, in a much more authentic way than perhaps a direct advertising campaign could ever do, was meant to be more authentic in its portrayal of the US, so it could really showcase the diversity of the destination.
What kind of content is on GoUSA TV?
It’s travel entertainment. It’s a soft sell to inspire travel. You’ve got episodic content and content that has been specifically developed for the channel. You also have licensed material. All of our giant-screen movies are on there – America’s Musical Journey, for instance – and they’re only about 40-45 minutes long. New content is always being added because we don’t rely on one particular source.
We have Atlas Obscura – the founder has done some amazing episodes across America. There’s an original series called Small Town Big Story that encapsulates the quirkiness about some of these offbeat destinations. Trails and Trailblazers is really cool, it really speaks to the outdoors where, I think, everyone’s mindset is post-pandemic – big, open landscapes and naturally stunning scenery.
The Discovery Channel also has some [episodes]. Lucky in Love is really cute – it’s different couples that choose a destination for a romance trip. Visit California also produce specific content; California Pop is theirs. We have personalities too; there’s a great one with Spike Lee talking about his favourite places in Brooklyn.
How have you used it with travel agents?
Although [in 2018] it wasn’t specifically launched as a travel agent tool, over the pandemic it certainly accelerated that emphasis to create awareness and visibility about off-the-beaten track destinations. We were reinforcing the need to look at GoUSA TV and then we started incorporating it into webinars and trainings. Many markets think of the iconic destinations of the States – New York, Miami, Orlando, Vegas, Hollywood… and by really trying to delve into the different parts of the US we were wanting to use this as an opportunity to inspire agents.
GoUSA TV was a great way to do that. It was entertaining, it wasn’t sitting on a dull webinar and having someone go though a PowerPoint. Often what we would do is show an episode of Trails and Trailblazers and then link it back to bookable product.
How have agents themselves used GoUSA TV content with clients?
As we wanted to keep in touch with our trade partners, the agents wanted to keep in touch with their clients [during lockdown]. It gave them an excuse to reach out to clients that they know are interested in the US and say:
“We know you’ve been here and here in the US, but take at look at this and it will inspire another trip.”
How else can agents use it with their customers?
I think if you have a client who has booked a trip it’s a great follow-up. Sending links advising them where they can go on GoUSA TV where they can get more of that local flavour, it helps shape their anticipation of their trip. There’s one that’s about Kentucky barbecue. That would not motivate you to get on a plane but if you’ve booked a trip and you watch this episode on Kentucky barbecue its guaranteed you would go to that place! It’s these little gems that become so important to the experience of the trip.
So many of our visitors are repeat visitors to the US, they have their tick-list of places they want to go. They have a great time so they want to start looking at different places and, I think, for agents, it’s a great way of encouraging their clients to look beyond the iconic destinations. It’s also a great follow-up for that repeat visitor, to complement that sale.
Using the app is a good tool as well because it is on people’s phones and they can search by genre. People travel for their passion points and when they see concerts, or sports events, that’s touching on different segments of audiences.
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