The USA has just launched its first ever global marketing campaign. It will just be using the simple ‘USA’ to brand itself and will be promoting the country as a whole, which is something it hasn’t done before. They will be promoting culture, indulgence, great outdoors and urban excitement.
They have a new website promoting these things and the new logo has now been debuted as well. They will also be asking people who enjoy travelling to the country to share their views using social networking. ‘Brand USA’ is a government founded organisation which is none profit making and has been working for the last year on the new marketing strategy.
Jim Evans is the chief executive of Brand USA and he spoke at the World Travel Market, explaining that the country is one of the few that doesn’t have a brand and over the last ten years they have lost a big share of the global travel market, going from 17 percent to 12 percent. The company is hoping to raise money through both the private sector and fees from international visitors and the money raised will be used to market the country. At the World Travel Market, UK visitors are able to go to a booth near to the Brand USA stall where they can get an application form for a fast track passage through immigration of they are already trusted visitors. They will be trying to make their borders more friendly as well by making sure immigration staff say ‘welcome’ to people coming in and ‘thank you for coming’ to those leaving.
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