U.S. tourism promotion program Visit The USA, part of Brand USA, is out with its first global campaign, titled, “Experience It All,” from creative agency Spark which was named Brand USA’s first creative AOR in July.  

The campaign will initially appear in Canada, Japan, France, and Germany. It will be going into many more global markets, based on a seasonal rollout over the program’s recently begun fiscal year.  

Some of the initial destinations being promoted include West Palm Beach, FL, White Salmon, WA, Brian Head, UT and Yosemite, CA.   

According to the agency, the “Experience It All” campaign seeks to “redefine travel in the US, inviting visitors to find not just destinations but unique experiences and feelings that transcend their expectations.”  

The campaign takes flight with traveler-specific films and print ads (outdoor, adventure, culture, glamour and family), dynamic digital banners, and social content. It aims to kindle the imagination of travelers, inspiring them to envision the USA as the ultimate destination where they can, well, "Experience It All."  

Sample the work here.