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