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Brand USA Food Heroes

Digital Activation




  • Brand USA, the destination marketing organization for the United States, launched its culinary tourism strategy and developed the "Flavors of the USA" guidebook filled with mouth-watering recipes and content by well-known American chefs.

  • The challenge was to change traditional mindsets and highlight the diversity of America through its cuisine, because burgers, shakes and fries have been 'enduring icons of American cuisine' in Hong Kong for a long time.



  • An innovative and integrated strategy was developed to promote gastro-tourism and to highlight the US as a top culinary destination for travellers with the objective of discovering the destinations and tastes of the US like never before.

  • Culinary Digital Hub: A USA Food Heroes minisite was created, featuring culinary stories of six key regions, Q&A sessions with top American chefs, advice from leading travel KOLs and interactive gaming to win over 1,400 prizes including flights and accommodation in the United States.

  • Social Media: A Brand USA HK Facebook page was launched for this campaign as a content hub to build a fan base and drive traffic to the minisite. Fans were also encouraged to share their own US food and culinary travel experiences on social media platforms utilizing #FoodStoriesUSA.

  • PR & Advertising: We launched a series of advertising campaigns and PR stories with top travel media such as Weekend Weekly to rekindle people’s fondness of the US through the power of food.

  • Strategic Partnership: We secured 14 strategic partners to expand the impact of this campaign. These partners included Delta Air Lines, the United States Department of Agriculture, Virginia Tourism Corporation, Hong Thai Travel Services Limited, Best Western Hotel, James Beard-affiliated chef Naomi Pomeroy, Lawry's The Prime Rib, Boomshack, Restoration, Pololi, and four of Hong Kong’s famed food and travel bloggers.

  • Celebratory Event: We hosted a ceremony and gave away prizes at Michelin-starred restaurant Lawry’s, where we gathered the campaign’s sponsors, travel industry stakeholders, media and participants to celebrate the success of the campaign and inspire them to visit and experience the US, one dish at a time.

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The culinary initiative has created significant high-level attention in Hong Kong.

As a thematic collaboration, it has played an important role in the National Travel and Tourism Strategy 2.0.


Digital reach


Weeks of content


Strategic partners


Campaign participants


PR value

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