Magazine article Marketing

US Unveils Global Brand Identity to Lure Tourists

Magazine article Marketing

US Unveils Global Brand Identity to Lure Tourists

Article excerpt

The US government is to roll out its first global consumer brand promoting travel to the country, with the aim of reversing the trend of declining numbers of visitors.

Brand USA, a public-private organisation, was launched this week and aims to increase the US' share of the international travel market by challenging perceptions that the country is 'middle-aged' and 'over-familiar'.

In a shift that mirrors VisitBritain's pounds 100m tourism campaign, the US government will match every dollar raised through the private sector for Brand USA, formerly the Corporation for Travel Promotion. The organisation aims to raise up to dollars 200m in its first year.

It marks the first occasion that all 50 US states have come under an overarching tourism body. The marketing body's site, Discoveramerica.com, went live this week and has four interest areas: 'great outdoors', 'urban excitement', 'culture' and 'indulgence'.

Chris Perkins, marketing director at Brand USA, told Marketing that the country's previous lack of clear messaging has affected its reach.

The US share of the international travel market dropped from 17.2% in 2000 to 11.6% in 2010.

The body does not have a fixed strapline, but is using a combination of phrases to get its brand message across, including 'The United States of Awesomeness'. …

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