Brand USA and Expedia Media Solutions have launched a new campaign, Sound Travels, that uses 3D audio to promote travel to the United States.

The 3D audio experiences are accompanied by other content, like articles, photos and itineraries.

Users are prompted to put on headphones for the best audio experience, then select one of two audio options that were recorded in a U.S. destination. An animation accompanying the audio dissolves into a photo that helps the user visualize the experience they are hearing. After listening to four experiences, travel recommendations are then presented based on sound preferences.

For instance, users who select "The Crash of Waves" as one of their audio options will then be encouraged to explore content about Miami. Users who select "Flying Through History," at the National Air and Space Museum, will see content about Washington, D.C.

"We believe in the transformative power of sound to inspire travel and discovery, and the unique 3D audio experience pushes the boundaries of imagination and transports listeners to destinations across the U.S. With just the use of headphones," said Hari Nair, global senior vice president of Expedia Media Solutions. "Sound Travels will empower Brand USA to engage with international travelers in a fresh and exciting format, and is an example of the innovative, technology-led solutions we develop for marketing partners."

Sound Travels is piloting in Canada, Australia, Mexico and the United Kingdom. Its focus on sound aligns with "America's Musical Journey," Brand USA's new IMAX film.

The digital campaign will run through June 30 and is optimized for mobile and desktop devices. It will target users via advertising on Expedia as well as social media content. Co-branded TV spots will air in Mexico through Aug. 31.

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