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Welcome back to The Brief by Kuro House, where we break down the latest and most thought-provoking stories in marketing from the last 24 hours. Whether you’re catching us on your morning commute or tuning in between meetings, we’re here to keep you sharp and in the know. Today’s stories take us from the frontlines of destination marketing to a moving piece of creative storytelling from Apple. Let’s dive right in.
Our first story comes from Adweek and it’s all about Brand USA’s ambitious new campaign to win back international travelers. The U.S. is facing a real image problem abroad, highlighted by comments from global superstar Bad Bunny, who recently told i-D magazine that he skipped U.S. tour dates due to concerns about ICE at venues. This anecdote points to a larger issue: the U.S. is on track to lose $12.5 billion in international tourist spending, with numbers expected to drop from 72.4 million visitors last year to 67.9 million in 2025. The reasons? Protracted visa waits and what the U.S. Travel Association calls “negative sentiment toward the U.S. in key markets.” In response, Brand USA is rolling out “America the Beautiful,” a multifaceted charm offensive featuring four 30-second spots across nine priority markets—including the UK, Japan, Brazil, and Mexico. The campaign shifts focus “from product to people,” emphasizing American friendliness and hospitality. The spots show not just iconic destinations, but also the warmth of the people you’ll meet. Supporting this is AmericatheBeautiful.com, an AI-powered hub that helps with travel planning, complete with interactive maps, event guides, and a recommendation engine that can even suggest the best pizza spots in New York or Chicago. This campaign comes at a time when perceptions of America as unwelcoming have multiplied due to trade wars, immigration policies, and controversial political rhetoric. While major events like the 2028 LA Olympics and next year’s FIFA World Cup offer hope, there’s concern that dynamic ticket pricing could deter international visitors. It’s a fascinating case study in how national branding and marketing must evolve to address both perception and policy headwinds.
Next up, let’s talk about the intersection of creativity and technology, courtesy of Adweek’s coverage of Apple’s latest campaign. Apple just launched a new brand platform for Mac, and it’s narrated by none other than the late Jane Goodall. The campaign, titled “Great Ideas Start on Mac,” opens with a blinking cursor on a blank page—an image every creator knows well. Goodall’s narration reminds us, “Every story you love, every invention that moves you, every idea you wished was yours, all began as nothing. Just a flicker on a screen, asking a simple question: ‘What do you see?’” The ad features a diverse lineup of creators, from ocean engineer Bruce Strickrott to fashion designer Ruchika Sachdeva and disability rights activist Alice Wong, each shown in the midst of their creative process on a Mac. The campaign celebrates the Mac as a launchpad for world-changing ideas, spanning business, art, music, film, and science. Jane Goodall recorded her voiceover before her passing at age 91, adding a poignant layer to the message. The work was produced by TBWA\Media Arts Lab and directed by Oscar nominee Mike Mills, with a score by Emile Mosseri. You’ll see this campaign everywhere—YouTube, TV, out-of-home, and social platforms. It’s a powerful reminder of how a brand can lean into its heritage and the emotional resonance of creativity itself.
That’s all for today’s episode of The Brief by Kuro House. We’ve seen how nations and brands alike are rethinking their narratives—whether it’s the United States trying to rekindle its reputation as a welcoming destination or Apple reminding us that every world-changing idea starts with a blank page. As always, creativity and perception are at the heart of it all. Thanks for joining us, and stay tuned for more stories that keep you ahead of the curve.
