OUR WORK
Sell Your Way to the USA: Driving Momentum Through Partnership
Sell Your Way to the USA: Powered by Partnership
BRIEF
Client: Multiple partners
Campaign: Sell Your Way to the USA with American Airlines and Qantas
Target Audience: Australian and New Zealand Travel Trade
American Airlines and Qantas partnered with Destination DC, Grapevine Convention & Visitors Bureau, Oklahoma Tourism, Travel Nevada, Utah Office of Tourism and Visit Anchorage, in partnership with Brand USA, to create a unified trade incentive designed to drive USA visitation from Australia and New Zealand. The campaign aimed to combine destination education, airline sales and advisor engagement into a single campaign that would motivate travel advisors to learn, sell and advocate for participating USA destinations.
IDEA
Canuckiwi developed and managed a multi-partner trade incentive that combined destination education, airline partnerships and sales rewards into a single campaign incentive.
Agents earned points through eligible air and land bookings, alongside completion of Brand USA Discovery Program training. Supported by ongoing communications, destination content and partner engagement, the program encouraged advisors to learn, sell and advocate for the USA. Top-performing agents were rewarded with hosted USA FAM experiences, creating a powerful link between education, engagement and sales performance.
IDEA
IDEA
RESULTS
Participation & Education
350 travel advisor registrations
243 registrations in Australia
107 registrations in New Zealand
1,324 Brand USA training badges completed
15 top-performing advisors rewarded with hosted USA FAM experiences
Sales Performance
$578,871.62 in land bookings
$1,904,274.42 in air bookings
$2,483,146.04 in total tracked bookings
Year-on-Year Growth
3% increase in registrations
46% growth in land revenue
211% growth in air revenue
Campaign Impact
Successfully partnered airlines, destinations and Brand USA under a single incentive
Increased advisor engagement with USA destinations and training programs
Converted destination education into measurable booking growth
Created a network of highly engaged USA destination advocates across Australia and New Zealand
