Visit the USA
NFL International
Director Brand Strategy @ Spark
The strategy was built on a simple, powerful insight: hijack the language of the fans. As the first-ever international title travel partner for the UK and Germany games, we created an integrated campaign around the clever twist of a classic fan chant: “Go <to> Miami.” This central idea transformed a cheer for a team into a direct invitation to travel.
The challenge was to make Brand USA relevant during the NFL’s International Series in London and Frankfurt. The objective was to move beyond simple brand awareness and create a campaign that would generate genuine intrigue about the U.S. destinations behind the teams and drive a measurable increase in travel intent.
The GTM plan was a multi-touchpoint collaboration across the entire integrated agency team. It included broadcast spots on Channel 4, proximity-based OOH near stadiums, immersive sports bar takeovers that drew over 600 attendees, and influencer trips to the U.S. This highly visible campaign generated £8.1M in Gross Media Value and over 39.9M impressions. Most critically, it drove an 89% ad recall and a 23 percentage point lift in travel intent, turning sports fans into active travel prospects.
