campaign imagery
Purpose of Imagery
In the America The Beautiful campaign, we use a variety of words and themes to help convey what a trip to the USA can be like, such as Beautiful, Bold, Bountiful, and Brave. Imagery is meant to help deliver on defining what each of these words means to the audience. The following imagery is example photography for how these words can translate through the lens of photography and video. Please note these images are just meant to be demonstrative and not exact.
Beautiful
Capturing unforgettable views in all different places in America.
- Breathtaking
- Natural
- Expected and unexpected
- Provokes wonder
Visual Examples:
- Literal representation of ‘beautiful’ with stunning landscapes
- An unbelievable hidden place inside Monument Valley rocks
- A sunset over Central Park
BOLD
Not loud for the sake of attention, but unmistakable because it’s iconic.
- Curious
- Unafraid
- Unexpected
- Unabashed
- Daring
Visual Examples:
- Helicopter ride over volcano
- Repelling off a cliff
- Horseback riding
bountiful
It’s about getting more than you expected. It can be a literal sense of the meaning.
- Generous
- Layered richness
- Overflowing with emotion
- Abundance
Visual Examples:
- Vineyards as far as you can see
- Vast oceans
- Layers of Indian restaurants line the streets of NYC, filling the air with the scents of cumin and cardamom.
brave
Being open to small adventures. A curiosity that walks towards the unfamiliar.
- Open-hearted
- Ready to play
- Curiosity
Visual Examples:
- A kid riding a horse at the rodeo
- An older person taking a surf lesson
- Experiencing the glass floor at the Sears Tower
- Mountain climbing
- White water rafting
- ATV rides in the desert
Image Guidelines
Images used in the America The Beautiful campaign should meet these criteria
- Visitors can go swimming anywhere. How does your swimming image differentiate your destination?
Does the photo’s location stand out as unique? Try to select photos that show iconic landmarks and places unique to your destination. - Is it inviting and relatable?
Does it make you want to visit? Does it spark wanderlust?
Avoid staged or generic stock photos. - Showcase diverse communities including, but not limited to, a range of ages, races, ethnicities and abilities.
Feature a variety of attractions, activities and geographical locations. - Does it have a clear sense of focus on the destination with human experience included?
Does it clearly show human emotion and experience in the destination? Focus on the human-to-human element and emotional connections that travel to the USA can bring to a person in a destination. - Try to avoid images that look too cloudy or overcast.
Is it overedited or black and white? Is it overly photoshopped or distorted? - DO select images with naturally vibrant colors that highlight the best of your destination. Images should convey a clear sense of human emotion and experience in inspiring audiences to visit
DO select images with recognizable or inspiring locales, where people are included as part of the focus to help audiences visualize themselves in the destination.
DO feature diversity of people, places and activities in all submissions.
DO showcase wildlife in natural settings and free-roaming habitat
DON’T provide photos that feel distorted and unnatural. Avoid fish-eye lenses, blurred people and oversaturated colors.
DON’T showcase animals obviously in captivity. Avoid cages and restraints.
DON’T choose images that lack a sense of place. Avoid closely cropped plates of food, as well as generic landscapes and cityscapes.
DON’T choose images that lack clear, vibrant lighting.
DON’T use AI-generated destination images. Brand USA will not accept AI-generate destination images.