Inspire international travelers to discover your destination’s unique culinary stories through Brand USA’s “Flavors of the USA” multimedia campaign. In its third year, this program continues to help partners reach travelers looking to explore the USA’s varied food and drink experiences. Your story will be told through thematic web content, targeted traffic generation, social promotions and print guides … all supported by a strategy that includes unique partnerships with the Travel Channel.

Print & Digital GuideThe “Flavors of the USA” print and digital guide continues to inspire international travelers to discover U.S. culinary stories and experiences. Custom partner content, which will be created following the campaign’s visual and voice guidelines, may be editorial, an itinerary or a chef highlight.

A total of 115,000 total print guides will be produced in Global English and two other languages to be named. Digital versions of the guides will be promoted throughout the hub and will be included in the overarching promotion strategy. Print guides will be distributed through in-country culinary events and U.S. embassies.

Influencer CampaignAs a top tier partner, your destination will be highlighted in Brand USA’s international influencer campaign. You’ll connect organically to an influencer’s audience through social posts and blog content they create. Planned itineraries, which will include a trip to your destination, will provide a one-of-a-kind experience tailored to that influencer. Culinary influencers will be from 2-3 target markets yet to be determined.

Social & Traffic Generation

Drive even more users direct to your content on the hub with a dedicated, paid traffic generation strategy that includes either Facebook, Twitter or Outbrain. You select your target country – Brazil, Canada, Japan, Mexico, South Korea or the UK. More countries can be added for additional investment.

• Requests for timing will be considered but cannot be guaranteed

Engage travelers to explore your culinary story and experiences through dedicated content on a rich online hub – Flavors of the USA. Packages may include:

• Custom, culinary-themed content focused on your unique food stories. Features may include “must eats,” itineraries, local stories and other location-specific culinary delights

• Content page formats range from articles to highlights to visual tours and more

• Promotion on the “Flavors of the USA” homepage

• The ‘Flavors of the USA’ hub will be hosted on all DiscoverAmerica.com and GoUSA.cn sites

Culinary Online Hub

Market Availability

PROGRAM SUMMARY

Brand USA Originals2016 CULINARY INITIATIVE

Program Availability DMO partners and non-DMO industry partners can participate

MexicoBrazil UK

Video ProductionExpand your message’s reach with special culinary-themed videos that will be included on your dedicated hub pages. These hosted videos will combine telling your culinary story and capturing candid reactions to amazing culinary experiences. Videos will focus on two to three locations, be in a 2-minute format, be hosted in English and be subtitled for inclusion on all DiscoverAmerica.com and GoUSA.cn sites.

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DiscoverAmerica.com/flavors

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MEG MCKINNEY

Alabama | Arkansas | Florida | Georgia | Kentucky | Louisiana | Maryland | Mississippi

Large photo: Miami, Florida; inset: Greensboro, Alabama

Bountiful S o u t h e a s t R e g i o n IN THE AMERICAN SOUTHEAST, THE SUN

WARMS THE LAND AND WATERS, yielding abundant produce and seafood. The results can be as fragrant as garlicky spring onions

sizzling in bacon, as colourful as a street scene in Miami’s Little Havana or as melodic as waves lapping against the hulls of fishing boats.

A short drive from any Southeastern city reveals farms set near small towns where residents take pride in signature crops. In major cities, hip farm-to-table restaurants celebrate the harvest with sophisticated dishes. In contrast, home-style restaurants throughout the region present the harvest as rustically as farmers traditionally have: seasoning the bounty with pork fat or breading and frying items such as okra and tart green tomatoes. The best home-style restaurants are unassuming family operations guided by the older cooks and passed-down recipes. The dishes are primarily “soul food” preparations – juicy, crispy fried chicken, cheesy macaroni casserole and sweet pies, for example.

Tradition rules in Southeastern barbecue restaurants as well. To find them, follow

the signs: columns of smoke and the irresistible aroma of meat cooking

over a wood fire. Pork dominates Southeastern barbecues, although cuts of meat and sauces vary by locale and cook. The process – splitting wood, smoking meat overnight, building flavour with ›

North Carolina | South Carolina | Tennessee | Virginia | Washington, D.C. | West Virginia

Heritage

18 Flavours of the USA DiscoverAmerica.com/flavours 19

EXPERIENCE THE USA, ONE DISH AT A TIME

AMERICADISCOVER

Flavours o f the USA

TARGETED CONTENT & TRAFFIC GENERATION

“Flavors of the USA” TV ProductionAs an add-on opportunity, create

a 2-minute vignette focusing on your destination’s top chef. The vignette will focus on his/her restaurant and will explore your destination with the chef as the viewer’s guide. Each vignette will be aired once per day for an entire month as part of Travel Channel’s “Flavors of the USA” takeover in the UK and EMEA.➥

Active Selling Cycle Opportunity Close Date: November 13, 2015

Materials Due Date: December 4, 2015close dates are for tier 1 and 2 partners; tier 3 (digital only) is ongoing

Canada South KoreaJapan

Dates Active in MarketApril – September 2016

CO-OP

Package Components & PricingTier 1 Tier 2 Tier 3

This package may be shared by up to 3 partners

Investment $47,955 $29,900 $13,600

Program Value $84,400 $52,235 $22,730

“Flavors of the USA” Web Content

Dedicated Content Pages* 3 web pages 2 web pages 2 web pages

Includes localizations and translations: Global English, German, Spanish, Portuguese, French, Simplified and Traditional Chinese, Japanese and Korean

Homepage Promotion* 3 weeks 2 weeks n/a

Homepage Hero Story Promotion

1 day, 3x within 6 months n/a n/a

Headline/photo will be optimized and may differ between promotions. Static promotion. Brand USA selects preferred Partner content page

“Flavors of the USA” Guide Content

2 pages 1 page n/a

Includes localizations and translations: Global English and two languages to be determined

Video Production

1 video n/a n/a

Video will be included on above content page(s) as desired, on YouTube and on a new Experience

Page on DiscoverAmerica (with content article from above). Price includes pre-roll production.

Social Influencer CampaignOne trip to destination included n/a n/a

Itinerary to be tailored to influencer and directed by Brand USA. Partner courtesy review included.

Traffic Generation

Facebook or Twitter 30,000 engagements Organic/general campaign inclusion Organic/general campaign inclusion

Outbrain Media n/a 20,000 engagements 7,500 engagements

2016 CULINARY INITIATIVE

Traffic GenerationTraffic generation for one country is included in the package prices above. You may add dedicated traffic generation for the other noted countries as well:

Travel ChannelInclude a 2-minute vignette to highlight your top chef and your destination through the Travel Channel’s “Flavors of the USA” month-long takeover. Vignettes

must focus on one chef and one destination only. Estimated reach is more than 5 million viewers per 2-minute vignette!

Production & Distribution of a new vignette: $53,200Distribution only for an existing 2015 vignette: $30,000

* A Tier 1 or 2 buy is required to qualify for the add-on buy

Add-On OpportunitiesExpand your investment through these additional opportunities that will increase your message’s reach.

Materials Submission:For questions, please contact Culinary-Materials-Due@MilesPartnership com. All supplied photos must adhere to Brand USA guidelines and are subject to Brand USA approval.

Country Options Guaranteed Engagements Investment

FacebookBrazil, Canada, Japan, Mexico, South Korea

or the UK30,000 $12,900 per country

OutbrainBrazil, Canada, Japan, Mexico, South Korea

or the UK7,500 $7,600 per country

CONTACT INFORMATION

Miles Global Sales Executives John DeLeva

John.Deleva@MilesPartnership.com 206-679-1798 (mobile)

Debi Saldana Debi.Saldana@MilesPartnership.com 210-723-9957 (mobile)

Angie Zok Angie.Zok@MilesPartnership.com 904-429-7264 (office) 904-687-9352 (mobile)

Julie Armstrong Julie.Armstrong@MilesPartnership.com 804-467-1464 (mobile)

A Brand USA Representative or Paul Winkle

Senior V.P., Global Marketing for Miles Paul.Winkle@MilesPartnership.com 941-342-2325 (office) | 941-724-5437 (mobile)

Program marketed with MILES

* Partner content to be created within campaign visual and voice guidelines and will be approved by Partner and Brand USA.