Brand USA - Visit the USA

Now in its sixth year, The Telegraph's Visit the USA campaign, in partnership with Brand USA, celebrates the country's rich history and cultural attractions, inspiring travellers to explore America.

Brand: Brand USA
Platform: Cross-platform
Date: Launched May 2018


  • In the latest activation, Spark - The Telegraph's branded content division - tells the story of America's music evolution through a visually captivating longform that engages readers with animated illustration and expert writing
  • Starting with the birth of blues in the 1900s to the rise of the EDM movement, the parallax tracks the journey of seven key music genres as they spread throughout the USA. To further inspire a journey through the sounds of the States, Spark created a bespoke map that brings together more than 260 music festivals, smaller events and musical points of interest. With consistent illustrations to tie the campaign together, the map also features custom navigation and functionality with genre-specific filters compatible across all devices
  • A renewed print, digital and design campaign highlights America's cultural attractions, this year focusing on the country's musical journey and its role in producing today's most celebrated genres
  • The longform's animated scrolling and moving illustrations by Barry Falls takes users on a visual journey through time, revealing the story of America's music history
  • The main parallax branches out into seven other longform features, each celebrating different music genres born from the USA, written by expert journalists including music historian and artist Ted Gioia and culture editor Martin Chilton
  • The longform and campaign content seamlessly integrates promotion from further partners such as Visit Baltimore, Travel Oregon and other tourism boards
  • The interactive map, responsive across mobile, tablet and desktop, charts more than 260 music festivals and points of interest across the States
  • A print supplement acts as a travel guide to seven American cities, encouraging readers to continue reading online

You can see the animated longform here.

You can see the interactive map here.


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