WTM: US tourism finally gets it together
The organisation responsible for marketing the United States to the world has unveiled Brand USA, America’s first-ever global consumer brand.
Previously known as the Corporation for Travel Promotion, but now doing business as Brand USA Inc, the group will launch its first official advertising and marketing campaign in the first quarter 2012.
Brand USA CEO Jim Evans said a new logo features a collection of dots joined together to compose the letters USA.
“The dots will serve as a vessel through which Brand USA can showcase diverse colours and images of people and destinations across America,†he said.
Brand USA chief marketing officer Chris Perkins said, “What is so compelling about the United States is that no one thing can explain who we are as a nation.
“Each visitor and each experience helps create the fabric of American culture, and Brand USA embodies this spirit.â€
The United States’ first-ever nationally coordinated tourism marketing programme was created by the Travel Promotion Act, federal legislation passed in March 2010.
public-private partnership between the travel industry and the U.S. government, the programme is partly funded by new visa fees collected from international visitors.
Ian Jarrett
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