Brand USA is building a nationwide roster of high-quality video and content production partners, including DMOs.

Destination partners are invited to submit up to 10 assets to Brand USA’s Digital Asset Management (DAM) system, MediaValet. All submissions will be reviewed by Brand USA, which retains final discretion over the selection, usage, and placement of materials.

Quality over quantity. To ensure the strongest impact, limit submissions to 10 high-quality assets, selecting the most compelling content in alignment with the imagery guidelines below.

What Brand USA is Looking For

In the “America The Beautiful” campaign, a variety of words and themes convey what a trip to the USA can be like. Imagery is meant to help deliver on defining what each of these words means to the audience.

Beautiful: Capturing unforgettable views in all different places in America.
Bold: Not loud for the sake of attention, but unmistakable because it’s iconic.
Bountiful: It’s about getting more than you expected. It can be a literal sense of the meaning.
Brave: Being open to small adventures. A curiosity that walks towards the unfamiliar.

Image Guidelines

Images should meet the following criteria:

Have a strong sense of place.

Visitors can go swimming anywhere. How does your swimming image differentiate your destination?
Does the photo’s location stand out as unique? Try to select photos that show iconic landmarks and places unique to your destination.

Inspire travel and create a sense of wonder to visit the USA.

Is it inviting and relatable?
Does it make you want to visit? Does it spark wanderlust?
Avoid staged or generic stock photos.

Highlight the variety of the USA.

Showcase a variety of communities including, but not limited to, a range of ages, races, ethnicities and abilities.
Feature a variety of attractions, activities and geographical locations.

Showcase people in the destination with human emotion and experience as part of the primary focus.

Does it have a clear sense of focus on the destination with human experience included?
Does it clearly show human emotion and experience in the destination? Focus on the human-to-human element and emotional connections that travel to the USA can bring to a person in a destination.

Have vibrant and authentic colors that highlight the magnificent landscapes of the USA.

Try to avoid images that look too cloudy or overcast.
Is it over-edited or black and white? Is it overly photoshopped or distorted?

Dos and Don’ts

DO select images with naturally vibrant colors that highlight the best of your destination. Images should convey a clear sense of human emotion and experience in inspiring audiences to visit

DO select images with recognizable or inspiring locales, where people are included as part of the focus to help audiences visualize themselves in the destination.

DO feature variety of people, places and activities in all submissions.

DO showcase wildlife in natural settings and free-roaming habitat

DON’T provide photos that feel distorted and unnatural. Avoid fish-eye lenses, blurred people and oversaturated colors.

DON’T showcase animals obviously in captivity. Avoid cages and restraints.

DON’T choose images that lack a sense of place. Avoid closely cropped plates of food, as well as generic landscapes and cityscapes.

DON’T choose images that lack clear, vibrant lighting.

DON’T use AI-generated destination images. Brand USA will not accept AI-generate destination images.

Get guidelines on registering and submitting here.