M+C Saatchi North America announced that its Sports and Entertainment Division has been selected by Brand USA, the nation’s destination marketing organization, to become one of its influencer marketing agencies, further strengthening the organization’s ability to engage global audiences through authentic, creator-led storytelling.
M+C Saatchi Sport + Entertainment will lead the effort in developing and executing influencer-led campaigns designed to inspire international travel to the United States. The scope of work will include influencer strategy, talent sourcing and partnerships, content development, campaign amplification, and performance measurement across key global markets.
“M+C Saatchi North America is the perfect fit for Brand USA, as we bring a unique combination of experience in reaching consumers across the globe with an ability to tap into specific cultural moments that showcase the incredible range of attractions here in the U.S.,” said M+C Saatchi North America CEO Nadja Bellan-White. “We will help identify the key creators and influencers who are speaking to this moment, which resonates in different communities in different ways. We know how to match the right cultural voice with the right consumer in the right place.”
“We’re thrilled to be partnering with Brand USA at such a pivotal time for global travel,” said Derek Goode, Managing Director at M+C Saatchi Sport + Entertainment North America. “Our focus will be on creating influencer campaigns that capture attention and drive real engagement and meaningful connections between international audiences and the unique experiences the U.S. has to offer as a destination.”
By tapping into its extensive network of creators, cultural insights, and data-driven approach, the agency will help Brand USA connect with diverse traveler segments, showcasing the richness of U.S. destinations, experiences, and communities through compelling digital narratives.
"Inspiring international travelers to choose the United States requires authentic, culturally resonant storytelling that meets audiences where they are,” said Leah Chandler, Chief Marketing Officer at Brand USA. “M+C Saatchi stood out because of their deep roots in destination marketing, a truly global network, and a clear vision for how creator-led content can drive real travel inspiration. As part of Brand USA’s expanded content and influencer team, they will bring new, authentic voices to our America the Beautiful platform and amplify it to audiences around the world."
Work is set to begin this month, with initial campaigns expected to roll out across priority international markets this summer.
