|USA mirrors own diversity in public-private push for tourism.|
Friday, 9th August 2013
Source : ITB Berlin News
Established by the Travel Promotion Act in 2010, Brand USA spearheads America’s first global marketing effort to promote the United States as a premier travel destination and communicate US entry/exit policies and procedures.
The public-private entity began operations in May 2011 and does business as Brand USA. Brand USA works in close partnership with the travel industry to maximize the economic and social benefits of travel. Through its call to action-- Discover America-- Brand USA inspires travelers to explore the United States of America’s boundless possibilities.
The program’s activities are funded through a combination of private sector investment and matching funds collected by the U.S. government from international visitors who come to USA under the Visa Waiver Program.
ITB Berlin News talked to Chris Thompson about the Brand USA programme, the progress, and the challenges.
Why does the United States need Brand USA? Isn’t travel to the U.S. booming if in 2011 you saw 62 million international visitors spent $153 billion on goods & services?
While the United States welcomed 60 million visitors in 2010, over the last decade, its world market share has plummeted as travel has exploded across the globe. The U.S. share of global travel spending fell from 17.2% in 2000 to an estimated 11.6% in 2010.
Other countries including France, the United Kingdom and Australia, have promoted themselves successfully for years, and now the United States has chosen to get in the game, to repair and reinvigorate our nation’s image and recapture our market share.
Why doesn’t the campaign include the most recognizable landmarks and locations that most people associate with the United States?
The iconic locations and landmarks of the United States will be an important part of our marketing effort—and we will feature destinations (from the most well-known to the lesser known areas of the United States) in other advertising and marketing initiatives through our coop marketing with our Partners, such as destination management companies, convention and visitors bureaus and travel brands.
The focus of the campaign is to inspire travelers to come to the United States—and to see us again or for the first time— through a new lens. With that in mind, we want to convey the idea of the United States of America—what is new, unknown or unexpected about the USA.
How did you select your launch markets? Why did you choose the UK, Canada and Japan first?
Our decision was based entirely on where we believe our advertising campaign will achieve the greatest possible ROI. We took a number of variables into consideration:
What is the focus of the campaign?
- VOLUME: # of visitors from each country;
- VALUE: the total revenue value of tourism from that country;
- GROWTH: YOY growth (# tourists + overall revenue);
- COST: Cost of buying media in country
- EASE OF ENTRY: An assessment of barriers (existing visa requirements, waiting period, political climate)
Our goal is nothing short of rekindling the world’s love affair with the USA– the place, the spirit and the dream. This campaign will spread USA’s welcoming message around the world, inviting travelers to visit us and “Discover this land, like never before”
Read the full story HERE