Lifetime of Holidays: Brand USA Product Development
In the decade leading up to 2017, 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”.