BRAND USA, a public private partnership tasked with promoting international travel to the US, unveiled its first-ever global marketing campaign during last month’s International Pow Wow in Los Angeles.
The campaign, which was originally scheduled for launch at ITB Berlin 2012, showcases the diversity of experiences available in the US, inviting travellers to Discover this land, like never before.
Brand USA has adopted an integrated marketing strategy for the campaign, employing a mix of television, digital, billboard and print advertising, in addition to utilising online and social media.
Dedicated Facebook, Twitter and YouTube pages highlight country-specific promotions, while the recently revamped DiscoverAmerica.com portal functions as an information hub for planning trips.
A budget of US$12.3 million has been set aside for the first three months of the marketing blitz, which will target Japan, the UK and Canada. A second wave will target Brazil and South Korea.
According to Chris Perkins, CMO, Brand USA, there are plans to extend the marketing efforts to China and other parts of Asia over the next 12-15 months. “We will also have in-market sales representation, and will hire these partners through an RFP process,” he said.
