Target Audience: Millenial Southeast Asian Families

Dreams Do Come True

Captivated by the popular educational television program Sesame Street, Singaporean Sue Ong dreamed of seeing the USA at an early age. Together with her husband, Dan and their six children, the Ong family embarked on a 180-day road trip, visiting 43 USA states – far more than any other Asian traveler! They even chronicled their experience in a colorful 300-page book filled with stunning photographs of their journey in a trusty camper van.

23,000 KM, 20 National Parks, 300-page Journal  

As Brand USA’s representative in Southeast Asia, we were tasked to inspire Millennial families to visit America. Partnering with the Ong family and UOB Travel, we welcomed them to share their amazing stories to professionals in the travel industry and Asian travelers at ITB Asia 2016’s Travel Trade Exchange!

We also wanted to promote America as a land of possibilities, allowing Southeast Asian Millennial families with children from as young as 3 up to 17 to explore freely and navigate their way through its roads, in hopes of driving incremental annual visits to the U.S.

6 Kids & A Pop-up Camper

To help the Ong family spread their words about their journey, we invited them to ITB Asia, the region’s largest travel trade show, to share their unique adventure experience across the US.

We also held a book launch at Books Ahoy! to introduce the journal to leading Southeast Asian media. 6 Kids & A Pop-up Camper was featured extensively on Channel News Asia and The Straits Times, generating a viewership of 2.3 million and a readership of 1.4 million, respectively.

The family also shared the memorable moments of their wonderful journey with their 10,207 Facebook fans, generating an estimated 21,000 worth of shares in 3 days since 6 Kids & A Pop-up Camper launched!

Highlights of 6 Kids & A Pop-up Camper

• 43 States, 20 Cities, 24 Campsites, 20 National Parks and 7 Capitol Buildings were covered in the 300-page book!