Brand USA marketing programs brought in extra three million visitors
Monday, 22 Jun, 2016
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US destination marketing organisation Brand USA has generated an extra three million visitors from around the globe during the past three years, according to an independent study.
Research firm Oxford Economics found those extra visitors accounted for $9.5 billion in incremental spending, which injected more than $21 billion into the US economy.
It also produced nearly $900 million in federal, state, and local taxes, and supported, on average, 50,000 incremental jobs each year.
"Everything we have accomplished has hinged on the steady support of our ever-expanding partner network and a globally coordinated marketing program that brings together our collective efforts," said Christopher L. Thompson, Brand USA’s president and CEO.
Brand USA’s goal is to attract 100 million international visitors every year by 2021, a target set by President Obama in 2012 with the release of the National Travel and Tourism Strategy, an initiative that is helping to create more US jobs through the expansion of the tourism sector.
Achieving this goal will require a nearly 5% compounded annual growth in visitor numbers over the next six years, which Thompson admitted is a growing challenge.
"In the face of a strong dollar combined with lukewarm economic recovery in our mature source markets and slowing growth in our biggest emerging markets, impactful destination marketing is more important than ever," he said.
During this period the agency rolled out a number of landmark campaigns including ‘Choose Your American Adventure’ with Expedia and the ‘Great American Road Trip.’
Thompson said visits from countries where Brand USA actively markets is growing at a faster pace than overall visitor numbers to the US.
"Our direct-to-consumer marketing continues to expand to new markets—and is now playing globally through valuable media partnerships," he said.
"Our cooperative marketing opportunities are adding value and creating all-new platforms to showcase US destinations and experiences to the world.
"Our travel trade outreach is forging new and exciting relationships with the travel trade around the world. We are collaborating as never before with our federal partners to tell the stories of our national treasures and deliver a welcome message to the world."
At the IPW travel trade event in New Orleans this week Brand USA announced a series of new campaigns with more travel trade MegaFams for 2017, including the first ever for China.
It also unveiled its newly updated corporate website, www.TheBrandUSA.com with streamlined search and navigation functions.
A major update to Brand USA’s consumer facing website is also underway and will be completed by the fall of 2016.
TravelMole Editorial Team
Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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