M+C Saatchi wins Brand USA influencer brief

M+C Saatchi North America has secured an influencer marketing remit with Brand USA, expanding its role in promoting the United States to international travelers through creator-led campaigns.

The agency’s Sport + Entertainment division will oversee influencer strategy, talent partnerships, content creation, and campaign performance across key global markets, with a focus on driving engagement and travel interest.

Influencer strategy to target global audiences

The assignment positions M+C Saatchi to develop campaigns that connect with audiences through culturally relevant storytelling. The agency will identify creators whose content aligns with different communities and markets, aiming to increase the appeal of U.S. destinations abroad.

Nadja Bellan-White, CEO, M+C Saatchi North America: "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. 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."

Focus on engagement and travel inspiration

The partnership comes as global travel demand continues to evolve, with Brand USA investing in content and influencer strategies to maintain visibility in competitive markets.

Derek Goode, Managing Director, M+C Saatchi: "We’re thrilled to be partnering with Brand USA at such a pivotal time for global travel. 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."

Through its network of creators and data-led approach, the agency aims to highlight diverse U.S. destinations and experiences via digital storytelling tailored to international audiences.

Expanding creator-led storytelling efforts

Brand USA selected M+C Saatchi based on its experience in destination marketing and its global reach, as the organization continues to scale its content strategy.

Leah Chandler, Chief Marketing Officer, Brand USA: "Inspiring international travelers to choose the United States requires authentic, culturally resonant storytelling that meets audiences where they are. 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."

Campaign rollout is scheduled to begin this month, with initial activity launching across priority international markets in the summer.

www.mcsaatchi.com

www.thebrandusa.com

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