Lifetime of Holidays, Brand USA Product Development

In the decade leading up to 2015, the annual number of Australians and Kiwis visiting the United States more than doubled, reaching close to 5% of the population. Amazing right? But with such high penetration of the market achieved, how could we avoid the increasing potential for future trips to be delayed or redirected due to a “been there, done that” mentality? The answer: Diversification. We needed to transform the perception of the US as “The Holiday of a Lifetime” to one that would recognise the USA as offering a “Lifetime of Holidays”.