Brand USA. Anna Klapper

Transcription

1 Brand USA Anna Klapper

2 Brand USA The destination marketing organization for the United States #VisitTheUSA

3 Who are we? Established by the Travel Promotion Act Brand USA started operations in May 2011 The USA s firs public-private partnerships to spearhead a globally coordinated marketing effort to promote the US as a premier travel destination We work with more than 700 partner organizations to invite the world to explore the exceptional, diverse, and virtually limitless travel experiences and destinations available in the U.S.

4 Our Marketing Challenge How do we elevate the perception that trips to the U.S. give travelers more diversity and therefore more bang for their buck, yuan, real, peso?

5 Proximity is the equalizer The perceived cost of one trip with multiple experiences holds more value than many trips with a singular focus. GREAT OUTDOORS & URBAN ESCAPES PROXIMITY TIME COST TIME VALUE

6 Interconnectedness is Key!

7 Brand USA Strategy Promote proximity and interconnectedness of USA-only experiences. Demonstrate travel value and create a sense of urgency while continuing to spark imagination and wonder.

8 FY 17 Thematic Calendar Month October November December January February March April May June July August September Brand Campaign See How Far You Can Go Tone Discovery Go Possibility Freedom Theme Neighborhoods, Cities, Towns Arts & Entertainment Road Trips Great Outdoors Objective Promote hidden gems to demonstrate that there is more available in the USA that you might have thought Leverage the pop culture strength of the USA to generate interest Showcase a broad range of travel possibilities (destinations/experiences) accessible via car Use iconic destinations to spark traveler curiosity to want to see live SHFYCG Invite travelers to discover their own unique finds in off-the-beaten-path locations Emphasize the spiritual/emotional journey associated with experiencing art and culture Encourage travelers to fully explore the areas they visit ( far isn t only about distance) Highlight the spiritual aspect of connecting with nature Partner Value Work with partners to show experiences outside of the obvious ones they are known for Connect partners with highly recognizable talent and entertainment/cultural events Drive visitation to proximate locations outside major hub destinations Create content that features unique USA landmarks/geographies and experiences to be had

9 .new creative!

10 .new creative!

11 FY 17 Brand Activity Search OLV ATL Display Social FY16 OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP FY17 Canada UK Mexico Brazil China Japan India Germany Australia France Korea

12 Brand USA Travel Trade Develop and maintain strong relationships with the travel trade to ensure the U.S. remains a top-of-mind travel destination.

13 Where do we work?

14 So what exactly does the trade team do? The Brand USA has developed an annual marketing plan to focus on highlighting the gateways and beyond, developing new product, and ensuring new and and fresh content, and on point with consumer demand. Roadshows In-house destination training sessions Coop marketing with top tour operators Fam tours with product developers (two state minimum) Product and new itinerary development Sales missions (select markets) Trade show presence Continued collaboration with the U.S. Embassy, Consulates, Commercial Service, and Visit USA Committees.

15 .and we would like to highlight: The Brand USA Trip Kit New bookable itineraries available to the travel trade on Itineraries covering all states Written copy translated into 6 languages High resolution images Images of maps

16 Find more information: Corporate website: Consumer website: or Participation on trade show or sales missions:

17 Questions? Anna Klapper