Posts Tagged ‘Brand USA’

C’mon down: Brand USA cajoles international travelers to the U.S.

November 29, 2011

TakeAway: The NGO, Corporation for Travel and Promotion, is going to give USA a new global positioning that welcomes world travelers to ultimately drive economic growth.

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Excerpt from AdAge: “Promoting Brand USA: America’s New ‘Awesome’ Global Positioning”

The country’s new positioning comes courtesy of the Corporation for Travel Promotion (CTP), which hired JWT to handle a global marketing campaign and to create a logo for Brand U.S.A.

The goal is to promote leisure and business travel in order to drive economic growth and job creation.

Based on the first glimpses of the CTP’s strategy, they are leaning heavily on creating content, such as this website that houses travel itineraries for different U.S. cities.

The site also links to several partners in the effort, among them: federal agencies related to tourism, transportation companies, travel agencies, and tour operators. Another major part of its push appears to be social media, with fan pages on Facebook for different cities.

It’s going to take a lot more than a few day-trip suggestions and “likes” on Facebook to get tourists.

Pew Studies in recent years have shown America’s image declining not just in parts of the world where anti-Americanism runs rampant.

The CTP is planning to launch a worldwide push in March, which it calls “the first-ever coordinated global marketing effort dedicated to welcoming international travelers to the United States.”

Edit by ARK

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