Travel South USA and partners
Travel South x Nikon
Travel South, Naturally set out to reintroduce the American South to UK travellers — not as a detour, but as a destination in its own right. Bringing together Alabama, Louisiana, the Carolinas and Kentucky, the campaign celebrated a region rich in music, food, landscapes and soul, yet often overlooked in favour of the usual big-name U.S. cities.
With travellers craving deeper, more meaningful experiences post-Covid, we positioned the South as the “Real America” — a place where culture is lived, not staged, and where every road leads to a story. Through striking photography, smart partnerships and content that felt grounded and human, the campaign invited audiences to slow down, look closer and discover a part of the U.S. that rewards curiosity at every turn.
Challenge
Travel South represents some of the USA’s most character-packed States: Alabama, Louisiana, the Carolinas, Kentucky – places rich in culture, music, food, and history. But for many UK travellers, these “off the beaten track” destinations are overshadowed by more established, big-name stops on the American tourist trail. Without the same global profile, they risk being skipped over, even by travellers who’d fall in love with them.
Insight
Post-Covid, travellers were craving something different – journeys that went beyond the usual tourist trail and got under the skin of a place. We tapped into that shift by positioning Travel South as the ‘Real America’ - a region packed with naturally beautiful landscapes, culture, and experiences that feel raw, real, and unforgettable.
Solution
The message was simple: Travel South, Naturally. We built a campaign showing the region as an easy, natural choice for travellers seeking beauty and authenticity. To bring it to life, we partnered with brands and media that shared our audience’s passions - Nikon and Osprey for adventure and gear, Wanderlust and The Independent for travel inspiration. We also collaborated with five leading photographic influencers, capturing and sharing the South’s landscapes and culture through stunning, first-hand visuals.