Brand USA

Amplifying the USA as an International Travel Destination

1

The Background

With 50 states, 180 national parks, 160+ cities and more than 1,000 experiences at reach, VisitTheUSA.com had no shortage of content to offer to its visitors. The website was also available in 8 languages and regional content supporting 14 countries.

In 2015, Brand USA asked Code and Theory to completely rethink how the USA should present itself to both inspire all world travelers and increase a declining number of visitors.

2

The Challenge

The USA has so much to offer visitors. How do we inspire travelers from 14 different countries by presenting content that best matches their individual interests?

3

The Solution

The website’s main role is to spark inspiration and drive users down the funnel to their partnering state and city DMO (destination marketing organization) websites, which support direct booking of attractions and hotels.

When it comes to what travelers look for in a destination, there are cultural delineations between countries—and in turn, each traveler’s interests are different.

From Surfing California to Shopping in New York

Presenting the exhaustive options of what it means to visit the USA can be overwhelming for the user. Showing family experiences to a single traveler, or adventure sports to someone who only wants to relax, is neither relevant nor able to transform digital users into potential visitors.

Our research, alongside the client’s data, showed early in the project that personalization should become a major focus.

Beyond defining the clearest navigation possible, offering appealing contextual circulation options, giving access to filters and an optimal predictive search tool—we worked to adapt the user experience as much as possible, in order to showcase user-relevant content.

Using a personalization engine (Acquia Lift for Drupal) and a consistent global taxonomy, we were able to design flexible and modular pages that rearrange content dynamically. Content would adapt depending on the user’s interests and behaviors, being informed by every browsing session and personalizing over time.

4

The Results

A Clear Interface that Hides the Massive Quantity of Content to Show only User-Relevant Highlights

The website allows users to intuitively navigate 15,000 pages of content in 14 countries and gives Brand USA the ability to update and adapt the content dynamically for each market in an efficient manner.

The website’s most notable features include:

An omnipresent map widget — Accessible everywhere and adapted to the context, the map gives the user a sense of place by showing the points of interest mentioned in the articles as well as trip itineraries. Users can bookmark favorite spots for later.

Trip ideas — Describing experiences that could be done in one hour or one day is not enough to inspire travelers (and has been done before by state & city travel websites). The mission of the website is to foster the discovery of trips that span several states and cities. Trips are a curated sequence of destinations and things to do—showcased in a specific interface with inspiring media plus useful information embedded in a multi-steps itinerary.

Choose your adventure
— Big-city glamour or small-town charm? High-octane adventure or supreme relaxation? A playful quiz lets the users express their interests by choosing between a series of 2 suggested activities, then delivers matching suggestions.

Continue toThe Things We MakeProject

Defining the Route of Fashion

We are shaping the digital transformation of the industry by creating strong connections between audiences and brands.

Gawker 2
Bustle Digital Group - Gawker

Gawker | Don't call it a comeback.

An entertaining and engaging experience, all while still bringing a touch of class and sophistication.

Read More
Spotify Feature
Spotify

Artists don't just make art. They make money too.

Building a bigger funnel to help artists grow on Spotify.

Read More
Award WebbyW3 0031Ad Age 0023

Recognition

  • Code and Theory

    Webby Awards

    2022 Best Magazine – Websites and Mobile Sites
  • Code and Theory

    W3 Awards

    2021 Best in Show General Websites-Associations
  • Code and Theory

    Ad Age

    2020 Agency A-List

All Work

ConEd | Building a future vision for Clean Energy in New York

Bustle Digital Group | Gawker | Don't call it a comeback

Legence | Legence Website | Designing the digital presence for a new brand

Bustle Digital Group | Scary Mommy: Not Your Mom's Mag

Bustle Digital Group | Fatherly: From Dude to Dad

College Board | Positioning the College Board as an Integrated Partner for Students

Rally | Elevating the site experience for a crypto pioneer.

PGIM | Unifying PGIM's Global Asset Management Network

J.P. Morgan | The First End-To-End Digital Platform in Commercial Real Estate

KYLA Kombucha | Elevating a beverage brand's positioning and creative strategy.

Washington Football Team | Charting a New Path for an Iconic Institution. Together.

SOM | Designing a Site For The Legacy of Architecture’s Most Prolific Firm

CBRE | The digital infrastructure for the biggest commercial real-estate firm

Amazon Ads | A campaign as big as Amazon

Bustle Digital Group | Mic | Stories that fuel curiosity, creativity, and change

adidas Superstar | Change Is A Team Sport

Bustle Digital Group | Modern Storytelling for Bustle Digital Group

Dean & Deluca | Connected Physical and Digital Gourmet Grocery Experiences

adidas Running | Bringing In-The-Moment Running Experiences to Boost Product Discovery

Vogue | A Fresh New Look for Vogue.com

The Commonwealth Fund | Rebuilding a 100-year-old Foundation for the Next Century

William Hill Estate | Putting Chardonnay on Trend

adidas Originals James Harden | Launching the Next Chapter in Adidas Basketball

Scarlet | Launching an On-Demand Healthcare Offering During a Pandemic

National Council on Aging (NCOA) | A Personalized Digital Experience for America's Older Adults

Xywav | A Flexible Component Library for the Jazz Brand

Mailchimp | Launching the New Digital Home for Tomorrow's Filmmakers

MetLife Investment Management | A New Platform for the Industry Powerhouse

The Venetian | Redefining Luxury in Las Vegas

Nexstar Media Group | Helping 130+ Local News Stations Transition to Digital

Mailchimp | A Digital Platform for Emerging Writers and Creators

Giffords | Launching a Powerful Resource to Spark Action on Gun Violence

Xerox | Making Now Work: A New Campaign for a New Time

Theodore Roosevelt Presidential Library | Defining the New Digital Museum Experience

Input | A Brand New Destination About Technology in Our Lives

Nylon | Re-introducing an Iconic Publishing Brand

Sky Italia | A Modern Digital Experience for the Italian Media Platform

Get in Touch

  • Find Us

    One World Trade Center,
    62nd Floor

    New York, NY 10007

    More Offices
  • Work With Us

  • Press

  • Careers

    See All Open Positions

Continue toSays a LotThe Things We Make

Says a Lot —

Latest

News — 

Code and Theory’s Dan Gardner named Campaign US 40 Over 40 honoree

News — 

AIGA Eye on Design | The Era of Rebellious Web Design Is Here

News — 

Webby Awards | Code and Theory Named Webby Winner in 26th Annual Webby Awards

News — 

The Drum | Adland's reaction to Musk's $44bn Twitter deal: 'a major disruption to its ad business'

News — 

ESPN | Washington Commanders: Inside the NFL franchise's search for a new nickname and logo

News — 

The Washington Post | Becoming the Commanders: How Washington's NFL team found its new name

News — 

Ad Age | Washington Football Team Becomes the Washington Commanders

News — 

The Washington Post | The Washington Football Team's 18-month rebrand was extensive. Now the hard part begins.

Get in Touch

  • Find Us

    One World Trade Center,
    62nd Floor

    New York, NY 10007

    More Offices
  • Work With Us

  • Press

  • Careers

    See All Open Positions