STA Travel and Brand USA have signed a US$4 million (GBP2.6m) deal to promote the country to young travellers.
The youth marketing campaign will cover two years and comes as STA plans to increase its sales to the USA by 30% across all its markets.
Activity will be predominantly online and through social media as well as university campuses and its retail stores.
“We’ve seen the popularity and demand for the USA grow exponentially over the past five years and see this as an opportunity to carve out a unique proposition about USA to the youth audience,” said STA’s chief executive John Constable.
“Brand USA couldn’t have come at a better time; the USA has needed a consolidated marketing approach for some time and we are very excited about working together to promote a very special landscape,” he added.
The campaign is the first Brand USA deal that focuses on the youth market.