INDUSTRY TOOLKIT The Final Phase: Through June 20 - US Travel Association
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INDUSTRY TOOLKIT The Final Phase: Through June 20
Campaign Logo and Walk Up
Join the final phase of the Let's Go There campaign that encourages Americans
to not only plan and book a trip, but to start traveling now.
The official campaign logo (also referred to as lock-up or tagline lock-up), can be
used on all materials and imagery related to the Let's Go There campaign.
D OW N LOA D L E T ' S G O T H E R E LO G O >
The new "Ready? So Are We." tagline reflects a shift to a more prescriptive message.
# L E TS G OT H E R E
The new #LetsGoThere hashtag should be used in all social media posts, if possible.
This more action-oriented hashtag aligns with the culmination of the campaign that
encourages Americans to start traveling now.
The #LetsMakePlans hashtag remains a viable option for destinations
or companies who may still be facing marketing restrictions.
The “Therefinder”
The “Therefinder” is designed to spark inspiration so travelers
can see themselves in a destination or location. It also provides
visual continuity among campaign assets. It can be used on
campaign materials to highlight specific points of interest or
activities, as pictured below.
D OW N LOA D T H E R E F I N D E R >
Available Assets
Interested in customizing
assets to include your brand
name, imagery and b-roll?
1 Official campaign video (0:30): For use on all social media platforms Contact Laura Holmberg, vice
(Instagram, Facebook, Pinterest, Twitter, Snapchat, LinkedIn, YouTube, website) president of marketing and
industry communications at
Available sizes: 4:5, 1:1, 9:16 and 16:9 U.S. Travel Association
(lholmberg@ustravel.org)
for more information.
2 Social media graphics and sample copy: All platforms
3 Guidance for key activation dates: May 17, May 20, May 26 and June 4
4 Sample copy for CEO thought leadership: For use on LinkedIn and blogs
5 Additional engagement resources: B2B newsletter copy, materials regarding
health and safety, and information about letsgothere.travel
L E A R N M O R E A B O U T T H E S E A S S E T S I N T H E F O L LOW I N G PAG E S >
1
:30Go
:30 Let’s Let’s Go There
There
:30 Let’s Go There
:30 Let’s Go There
Official Campaign Video | 0:30
“Hero” and 0:15
“Hero” “Hero”
“Hero”
AVO: AVO:
AVO:
The official campaign video has been updated with
Let’s go there.
Let’s
AVO:go there.
Let’s go there. Let’s make Let’s
aLet’s
plan…
make a plan…
go there.
the new tagline lock-up for use across all social For that perfect
Let’s make a plan… Let’s
For getaway.
make
that a plan…
perfect
Excursion. For that perfect getaway.
getaway.
For that perfect getaway.Excursion.
media platforms. Excursion.
Trip. Excursion.
Trip.
Vacation. Vacation.
Trip.
Trip. That can’t get there
can’tfast
Vacation.
That getenough.
there fast enough.
Vacation.
As the flagship asset of the campaign, you are
That can’t get there fast enough.
That can’t get there fastmoving
Let’s start enough.
Let’s forward
start moving and lookingand
forward up.looking up.
highly encouraged to share the official video on Andforward
Let’sstart
Let’s start dreaming
Let’s
Let’s
plan allAnd
the
startonce
start
ways
plan
moving
alldreaming
tothe
getways
forward
again.
dreaming
once
there.
and looking up.
once again.
again.
to get there.
Let’s start moving and looking up.
your social media channels. This video will be the And plan all the ways to get there.
Let’s start dreaming once again.
Because when Becausethe time
when is the
right.time is right.
foundation of the paid media efforts for the larger And plan all theWhen
waysthetoheart
get
When
there.
Because the when
says go… the time
heart says go…is right.
campaign and will be the pivotal driver of inspiration We’ll be there.When
We’ll bethe heart says go…
there.
Because when the time isWe’ll right.be there.
for Americans to book travel. When the heartSo,
says
let’sgo…
make
Let’s book a
So, alet’s
So,
plan.
trip.let’s
Let’s book
make a plan.
make a plan.
a trip.
We’ll be there. W H E N YWOHUE’ NR EY O
R U ’
E A
Let’s
Let’s aim forLet’s book
the aim forathe
horizon, trip.horizon,
W H E N Y O U ’
Let’swhen
And
And when you’re aim for the
you’re
ready, we’re horizon,
ready, we’re ready.
ready.
The various lengths and sizes of the video allow
W E ’ R E W
R EE A
’ RD EY
So, let’s make a plan. And when you’re ready, we’re ready. W E ’ R E R
Let’s book a trip.
flexibility for use on each social media platform. Let’s Go There.
Let’s Go There.
Let’s aim for the horizon, Let’s Go There.
W H E N Y O U
And when you’re ready,
Super: we’re
Super:
[Partner ready.
[Partner Logos]
Logos] W E ’ R E
Super: [Partner Logos] D OW N LOA D A L L V I D E O S >
Recommended use: Let’s Go There.
0:30 (speaking engagements, presentations and all
Super: [Partner platforms)
Logos]
0:15 (all platforms + ads)
(Note: There are several available versions of 0:15)
2 Sample Social Media Copy
When posting videos or graphics to your
social media platforms, use the provided
sample copy for inspiration. Remember to
include #LetsGoThere in your posts.
Let’s not spend another day in the ordinary and go find the extraordinary. #LetsGoThere
Let’s reclaim time lost and renew our sense of adventure. #LetGoThere
The paid media component of the
campaign will drive traffic to
letsgothere.travel. However, you can
use these posts to drive traffic to your Let’s stop dreaming and start exploring. #LetsGoThere
homepage or a planning or booking page
on your site.
Additional sample copy available upon download.
TIP: Create a landing page on your site that bears the Let's Go There branding to continue the
experience from your social media posts. Curate booking content on this page that supports the
overall campaign messaging.
D OW N LOA D A L L S A M P L E S O C I A L C O P Y >
2 Sample Personalized Social Media Post Copy | All Platforms
TIP: Further connect
the message to your Destination Name Business Name
marketing campaigns by Let's make this the summer
developing posts that fit Destination Name of adventure. Join us in
your brand voice. [DESTINATION] with [DEAL].
Let's break away from the #LetsGoThere
ordinary. From [UNIIQUE
BUSINESS] to [LANDMARK], we
offer plenty opportunities for a
change of place. #LetsGoThere
Let's stop making promises and
start making them happen. We
can help [DEAL]. #LetsGoThere
2 Social Media Graphics
Ten different static
graphics, sized for each
platform, are available
to download and use. Destination Name
The logo and
Therefinder can be
incorporated onto your
own imagery, providing
you an opportunity to
ingrain your brand
further with the
campaign.
Let’s not spend another day in the
ordinary and go find the extraordinary.
#LetsGoThere
D OW N LOA D A L L S O C I A L G R A P H I C S >
2 Sample Social Media Copy and Graphic Use: Instagram
Tips and Recommendations
General Image Size and Video Length Best
• Consider adding letsgothere.travel as the Practices
Destination Name
URL in your bio on key dates (such as the • In feed image: Square 1:1
homepage takeovers on May 17 and June
• In feed video: Horizontal 16:9 | 0:30
4) during the campaign
• Story image: Horizontal 9:16
• Add #LetsGoThere to all posts • Story video: Horizontal 9:16 | 0:06,
0:15
• Work in daily hashtags: #MondayMotivation • In feed video ads: Maximum 0:60
or #WanderlustWednesday to join popular
• Story video ads: Maximum 0:15
conversations
• Engage with other brands and F O L LO W U S O N I N S TAG R A M >
organizations using the hashtag to show Let’s turn our bucket list into a summer
to-do list. #LetsGoThere
unity across the industry by liking and
commenting on relevant posts
F O R M O R E I D E A S O N H OW TO
M A X I M I Z E YO U R I N S TAG R A M C H A N N E L ,
• In stories, incorporate Let’s Go There
VIEW OUR NEXT LEVEL IDEAS GUIDE >
into Instagram Reels and/or polls or quiz
stickers2 Sample Social Media Copy and Graphic Use: Twitter
Tips and Recommendations
In Feed Twitter Ads
• Keep it short and conversational— • Use image and video website cards Destination Name
try to limit to 1-2 hashtags per as eye-catching ways to drive traffic Let’s experience the joy of waking up
Tweet
someplace new. #LetsGoThere
to a landing page
• Monitor events and trending • Monitor Twitter campaign
hashtags for conversations you performance and reallocate funds to
can join
higher performing Tweets
• Instead of sharing a YouTube
Image Size and Video Length Best
or Vimeo link, upload the video
through Twitter Media Studio Practices
• Images: Horizontal 16:9
• Check Twitter cards for links
before sharing with this tool—if • Video: Horizontal 16:9 | 0:06-0:15
you would like to make a custom
preview image, create a new card F O L LO W U S O N T W I T T E R >
through Twitter Ads
• Boost the visibility of a current
Tweet or video using the F O R M O R E I D E A S O N H O W TO
Promoted Tweet/video feature M A X I M I Z E YO U R T W I T T E R F E E D,
VIEW OUR NEXT LEVEL IDEAS GUIDE >2 Sample Social Media Copy and Graphic Use: Facebook
Tips and Recommendations
In Feed
• On May 17, pin a post about Let’s Go There to the top of your business page to
show you are a part of the larger campaign
Destination Name
• Instead of copying and pasting a YouTube or Vimeo link into a post, upload
videos through Facebook Creator Studio
• When sharing linked content, you can delete the link URL in the post copy after
a preview appears in draft Destination Name
Let’s stop dreaming and start exploring. #LetsGoThere
• Engage with other brands and organizations using the hashtag to show unity
across the industry by liking and commenting on relevant posts
Image Size and Video Length Best Practices
• In feed image: Square 1:1
• In feed video: Vertical 4:5
• Story image: Vertical 9:16
F O L LOW U S O N FAC E B O O K >
• Story video: Vertical 9:16 | no more than 0:45
• Audience Network placements: Vertical 0:16
• Video ads: Maximum 0:60 F O R M O R E I D E A S O N H OW TO
M A X I M I Z E YO U R FAC E B O O K PAG E ,
VIEW OUR NEXT LEVEL IDEAS GUIDE >2 Sample Social Media Copy and Graphic Use: Pinterest
Tips and Recommendations
• Create a Pinterest board for Let’s Go There on your business page
• Consider adding a Pin It button to Let’s Go There imagery on your website
• Make the Let’s Go There logo and Therefinder the focal point in all imagery in
your pins
• For descriptions, only the first 50-60 characters will appear on people’s feeds
• Contextually work in keywords to reach similar topics and audiences
Let’s stop wondering and start
wandering—adventure is just ahead.
#LetsGoThere
Image Size and Video Length Best Practices
• Image: 2:3 aspect ratio
• Video: Vertical 9:16, Horizontal 16:6, Square 1:1 | 0:06-0:15
• Video pins: Up to 2 GB (added through a Pinterest business account)
• Promoted carousels (two to five images): 1:1 or 2:3 ratio
F O L LOW U S O N P I N T E R E S T >3 Editorial Calendar
Find ideas, key dates and timely
hashtags to join the social media
EDITORIAL CALENDAR
conversation around the Let’s
Go There campaign during May
and June in the official Editorial Monday Tuesday Wednesday Thursday Friday
Calendar. 5/17 Launch Day 5/18 5/19 5/20 Travel Deals Day 5/21
Homepage Takeover Include Let’s Go There Send an email blast to drive Start a countdown to
Feature Let’s Go There messaging in an email customers to a page on your #MemorialDayWeekend by
imagery or branding on your newsletter to your partners website that features deals inspiring travelers to book a
website’s homepage and stakeholders, encouraging and offers. Promote this page vacation with #LetsGoThere
D OW N LOA D E D I TO R I A L C A L E N DA R > them to utilize toolkit
resources
using #LetsGoThere on your
social media channels
5/24 5/25 5/26 Instagram Day 5/27 5/28
Share the updated Incorporate interactive ideas Encourage social
Let’s Go There video on using the Instagram story media followers to
all social platforms with feature or post summer #TravelConfidently and use
#LetsGoThere imagery with the Let’s Go healthy travel practices over
There logo and #LetsGoThere #MemorialDayWeekend
on your Instagram page
5/31 6/1 6/2 6/3 6/4 Homepage Takeover Day
Schedule a Happy Poll your Twitter followers, Publish a blog or LinkedIn Update your Facebook profile
#MemorialDay social media asking what they are most article authored by your CEO or picture and cover photo to
post using a Let’s Go There looking forward to this CMO, sharing their upcoming include the Let’s Go There
graphic and #LetsGoThere summer with #LetsGoThere or summer vacation plans and Coalition's signature Therefinder
incorporate additional Twitter asking employees to do the as part of the second
engagement ideas same on their social channels Homepage Takeover Day
to continue advancing
campaign messaging3 Homepage Takeover
On May 17 and June 4, the collective industry
will participate in a homepage takeover to
expand the visibility and reach of the campaign.
Travelers will experience the united front of the
industry as they search for inspiration and plan
future travel.
For ideas on how to get involved, download the
Homepage Takeover Guide.
TIP: To help with unity across the industry, we
recommend updating your social media cover
photos on May 17 and June 4, the same days as
the homepage takeover, to include the Let's Go
There logo.
Download images for Twitter, Facebook, DOWNLOAD HOMEPAGE TAKEOVER GUIDE >
Pinterest and LinkedIn.3 Instagram Day
On May 26, use your organization's
Instagram account to engage directly with
your followers. Post images that call on your
audience to respond to in the comments
BusinessName BusinessName
(ask a question or encourage them to share
their favorite pastime/what they are most
looking forward to about your destination/
brand).
Use the Instagram stories feature for
even more interactive content by posing
questions or polls. Add GIFs and stickers to
make your story even more eye-catching. Your Brand Here Your Brand Here
ADDITIONAL IDEAS >
Liked by and others Liked by and others
Let’s turn our bucket list into a Let’s stop just talking about
summer to-do list. #LetsGoThere where we want to go and what
we want to do. #LetsGoThere3 Travel Deals
Offering or compiling travel deals in your
website? Get ahead of Memorial Day
Weekend by driving traffic via your social
media handles, using the #LetsGoThere
BusinessName BusinessName
hashtag, or eBlasts to your page on May
20. Booking data shows that nearly 50% of
Americans are making hotel reservations
just one week out from their trip.
Source: TravelClick
Your Brand Here Your Brand Here
Liked by and others Liked by and others
Let's make a deal. Book now for Let's make this the summer of
XX% off that summer vacation adventure. We can help [DEAL OR
you've been waiting for. PROMO]. #LetsGoThere
#LetsGoThere4 Sample Thought Leadership Copy for CEO or CMO
Publishing content on LinkedIn will help elevate
the Let’s Go There campaign to a broader
audience, demonstrating the importance of the
travel to the U.S. economy, American jobs and
our personal well-being.
Looking for a branded header image for your
article? Use one of the sample social media
graphics.
This Summer, It’s Time to Say
This sample copy can also be used for a blog
‘Let’s Go There’
on your company’s website or pitched to a
community newspaper as an op-ed.
For most of us, that day is here.
The vaccination rollout has been a strong success here in the U.S., cases
have fallen dramatically from the winter surge and we are seeing businesses
across the country reopening and welcoming back customers. I, like many of
you, am ready to stop wondering and start wandering and reignite a sense of
adventure that
DOWNLOAD SAMPLE COPY >5 Sample Partner Outreach Materials | B2B Newsletter Copy
Incorporate information about the Let’s Go There Coalition and campaign in your communications to your partner/stakeholder and trade distribution lists to
encourage their participation. Share the campaign assets with them so that they too can join the movement on their social media channels.
SAMPLE COPY
Join Us for the Final Phase of the Let's Go There Campaign
The final phase of the highly successful Let's Go There campaign, designed in 2020 to inspire Americans to plan and book future travel, is underway. We invite
you to join us as we encourage our audiences to take the next step and travel.
There are several ways to get involved, which you can find outlined in the Let's Go There campaign toolkit. Resources include sample social media copy,
graphics, campaign videos and more.
Key dates:
• May 17: A homepage takeover for the campaign launch
• May 20: Travel Deals Day where the industry will drive traffic to deal pages on their websites
• May 26: Instagram Day where travel brands and organizations will use their handle to engage directly with potential travelers
• June 4: A homepage takeover to close down the campaign
Reference the editorial calendar for more ideas.5 Health and Safety
Travel in the New Normal: Industry Guidance for
Promoting the Health and Safety of All Travelers
is available as a core set of health and safety
CREATE TRANSMISSION BARRIERS:
MOST IMPORTANTLY,
1
WEAR
ENHANCE A MASK
SANITATION
Travel businesses should adapt operations, modify employee
guidance that anyone in the industry may adapt to and customers. 3
Travel businesses should adopt and implement enhanced sanitation
practices and/or redesign public spaces to help protect employees
procedures specifically designed to combat the transmission of
Normal
their business. It is regularly updated by health and COVID-19.
in the New
Travel businesses should follow strategies designed to reduce risks of COVID-19
medical experts to reflect best practices.
transmission. Strategies should include operationalProtecting
changes, against COVID-19
new employee requiresorheightened
practices Whatsanitation
is new and practices.
What In an industry as diverse
as travel, specific practices will
reimagining high-traffic public spaces. Strategies should also align with CDC guidance vary from oneHave We
segment Learned?
to another. Each travel business will
continuethat
to build confidence with travelers and industry employees to tailor
their procedures to its own operating
health and safety The most environment and the expectations of
common transmission
is our top priority. its customers. Some will also adopt practices
ofverified
COVID-19 by third-party
occurs through certification services. But
Industry Guidance for Promoting the Health and Safety of All Travelers close contact with respiratory
sanitation procedures will align with leading public health authority guidelines.
Looking for ways to encourage visitors to take
droplets from an infected
These strategies should include practices such as:
person, generally within about
To promote the health and safety of our customers and employees, every segment
Wearing masks to protect both the mask wearer six feet. Though rarer, “airborne
of the and
travelothers. Theshould
travel deploy
industryenhanced
preventative measures to help assure health
Developed based on Centers for Disease Control and Prevention industry sanitation procedures that include:
transmission” by smaller
strongly urges all travel employees and customers to wear masks. A wealth of
(CDC) and in consultation with public health experts
information from medical experts makes clear thatEstablish
wearing aa policy
mask isimplementing
a highly moredroplets
frequent and particles which
hand washing by all
can travel further than six feet
and safety? Resources are available in the effective tool to prevent the spread of infection; employees and, in the absence of handorwashing, make frequent use of an alcohol-based
remain briefly in the air has
hand sanitizer (at least 60% alcohol); also been identified by CDC as a
Reinforcing hand hygiene which can decrease the risk of transmission of respiratory
#TravelConfidently Toolkit.
mode of transmitting the virus.
viruses by ~50%; Sanitizing more frequently, using products and disinfectants that meet requirements
for effectiveness against COVID-19; special attention to high-touch surfaces;
Air ventilation, circulation and
Encouraging physical distancing by ensuring by posting new signage to ensure
filtration systems. Scientific
Providingcongregating
proper separation in lines and common areas, discouraging hand sanitizer
in in public areas throughout facilities;
research has found that
crowded areas, reconfiguring public spaces, or limiting the number of employees effective
Modifying business hours when necessary to air ventilation
carry can
out thorough sanitation and
and customers in various areas; help prevent the spread of
disinfection procedures;
the virus. Travel and related
Thinking creatively to limit staff physical contact with customers where
Providing new training for employeesbusinesses
on implementing these
should review and,measures with oversight
R E A D T H E G U I DA N C E > practical while still delivering superior service, for example, through online
on execution;
ordering, curbside service delivery, automated entrances and other practices;
as appropriate, implement the
latest published standards on air
Researching technological innovationsventilation
and testing new procedures,
and COVID-19 from as appropriate, to
Utilizing personal protective equipment (PPE); CDC and the American Society
enhance sanitation.
of Heating, Refrigerating and
Prepared by: Installing physical barriers, such as transparent screens to provide proper
Air-Conditioning Engineers
separation between customers and employees; (ASHRAE).]
Educating both employees and customers about their shared responsibility to
Updated March 1, 2021
help protect each other in a COVID-19 environment.
Industry Guidelines for Promoting the Health and Safety of All Travelers 4
Industry Guidelines for Promoting the Health and Safety of All Travelers 65 letsgothere.travel
The Let’s Go There campaign consumer landing page
provides both inspiration and the opportunity to discover
deals and travel through content provided by the Let's
Go There Coalition members and destination inspiration
via VisitTheUSA.com. Access to health and safety
measures and reopenings will also be available.
All paid media efforts will drive traffic to the official
landing page.Questions?
Contact us at info@letsgothere.travel and a member of our team will be happy to assist.
Follow the Let’s Go There Coalition on Social Media:
Instagram: @LetsGoThereCoalition
Facebook: @LetsGoThereCoalition
Pinterest: Let’s Go There Coalition
Twitter: @LGTCoalitionYou can also read
