Travel South USA revealed a brand refresh with an updated font, modern colour palette, and destination photography, paired with the slogan “All Y’all Are Welcome.”
Market research indicated 44.55pc of international travellers found the slogan inviting and Southern, 23.27pc deemed it distinctly American, and 22.28pc found it unusual. The refresh targets global markets, focusing on authentic Americana for the UK, depth of experiences for Germany, storytelling for France, and price-value for Australia and New Zealand.
International travellers seek Southern metro areas, small towns, iconic sites, hidden gems, and culinary experiences with authentic hospitality.
Campaigns will promote the South’s food, music, culture, and outdoor adventures to attract global visitors.
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