The Guardian launches crowdsourced TwiTrip travel series in six-month deal with Brand USA
A six-month partnership between Brand USA and the Guardian will see US reporter Adam Gabbatt embark on a number of crowdsourced 'TwiTrips' across America for the paper's summer travel series.
Deal: Brand USA and The Guardian have six-month partnership
The campaign with Discover America will feature crowdsourced travel tips from online locals who can follow Gabbatt's live blog and recommend must-see places via social networks and the Guardian website. Gabbatt's first assignment began at the end of April with a 500-mile trip from Jacksonville to Keywest.
The deal is one of the Guardian's largest brand partnerships and will be supported by cross-platform coverage, including print supplements focusing on music, arts and culture, American history, theme parks, Americana and food themes, as well as crowdsourced Spotify playlists and advertorials.
David Pemsel, chief commercial officer, Guardian News & Media, said: "For years our editorial team have pioneered the concept of ‘TwiTrips’, which have proved to be extremely popular with our audiences.
"To be able to adapt this concept for a commercial partner - whilst simultaneously activating our network of global readers in line with our open strategy - is hugely exciting, and I can’t wait to see the content that is produced as our readers help to navigate us around this huge and diverse nation."
Other trips expected in the series include Austin to Albuquerque, Las Vegas to Denver, Chicago to Nashville and the Pacific coast.
President and CEO of Brand USA, Chris Thompson, added: "The main objectives of Brand USA are to rekindle the holidaymakers’ love affair with America and to reclaim the USA’s share of the market, positioning it as a diverse destination still to be explored.
"By working in partnership with The Guardian we aim to highlight the country as a fresh and unexpected destination, with welcoming and friendly locals and to inspire the consumer to make the USA their next holiday.
"Over the next six months this campaign will highlight travel to and within the USA via a number of different channels, giving social network users the chance to get involved. We want to invite Guardian readers to discover the limitless possibilities the United States has to offer."
Guardian readers will be encouraged to get involved via the Guardian's new GuardianWitness platform by submitting photos and videos of their own experiences of the US.
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