U.S. Tourism agency decided to advertise about Super Bowl

U.S. Tourism agency decided to advertise about the Super Bowl internationally

In a first, Brand USA, the U.S. tourism marketing agency, will showcase American experiences during the Super Bowl's international broadcast in Germany and the UK. This 15-second ad aims to tap into the excitement of the game and inspire viewers to explore the diverse offerings of the United States, from bustling cities to scenic outdoors. Targeting key markets, the ad capitalizes on the popularity of the Super Bowl, which garnered over 56 million viewers globally last year. Germany and the UK, with 1.9 million and 3.8 million visitors respectively in 2023, represent significant sources of travelers for the U.S. Building on a previous partnership with the NFL in these regions, Brand USA seeks to reach a new audience of "fiercely passionate" American football fans and pique their interest in American travel experiences.

This collaboration aligns with the NFL's growing European presence, including regular games in Germany. With an estimated 14.3 million "casual" fans in the UK and Ireland and 18 million in Germany, the NFL provides a significant platform to connect with potential tourists. By leveraging the Super Bowl's global reach and the NFL's established fan base, Brand USA hopes to ignite wanderlust for the United States in a new segment of international travelers.