America the Beautiful Campaign Toolkit

Copywriting Direction

Core Voice Attributes

• Bold: Curious, unafraid, choose different
• Beautiful: Honest, emotional, unpolished
• Bountiful: Generous, layered, overflowing with meaning
• Brave: Open-hearted, ready to play

Headlines

• Conversational, first-person plural when inviting
• Keep them short, rhythmic 
• and image-driven
• Contrast and juxtaposition work: “Not polished — just honest”

Body Copy

• Conversational, first-person plural when inviting
• Use vivid specifics (a matchbook, a canyon, a sunrise)
• Remind the reader that the best souvenirs are the experiences and stories you take home

B-Words

For assets designed to highlight the beauty of American landscapes and experiences, specific “B” words are assigned to each pillar, reinforcing both the visual and emotional impact. These headlines are used across film, digital display and social.

• AMERICA THE BEAUTIFUL
• AMERICA THE BOLD
• AMERICA THE BREATHTAKING
• AMERICA THE BOUNDLESS
• AMERICA THE BOUNTIFUL
• AMERICA THE BACKDROP
• AMERICA THE BRAVE
• AMERICA THE BIG-HEARTED
• AMERICA THE BELOVED
• AMERICA THE BRILLIANT
• AMERICA THE BLISSFUL

Call to actions (CTAs) for the campaign are:

Thematics

We have identified four primary thematic pillars from our segmentation study to inform our advertising strategy, enabling us to more effectively engage and inspire audiences interested in visiting the United States. These main themes are outlined below.

• Outdoors – Seek travel to relax, unwind and recharge by finding moments of peace and tranquility.
• Arts & Culture – Travel to explore museums and cultural sites, and often to immerse in new and unique cultures and experiences.
• Family – Travel creates the opportunity to spend quality time with their family or significant other and create shared memories and deepen their connection.
• Luxury – Motivated to travel to indulge and be pampered, savoring the finer things in life. 

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