Milennial travellers love the USA, but they always seem to hit the same coastal locations. 

To bring new life to what are traditionally known as the "fly-over states" we leveraged FOMO and presented the message "The best bits happen in the middle".

To show all thats on offer through middle america i jumped on a plane with a bunch of social influencers and spent 3 weeks on a Contiki bus, creating content from the road for both owned and borrowed channels that inspired jealousy in all that followed our journey.