Vermont Business Magazine On August 20-21 (Thursday-Friday), Brand USA, the UnitedStates destination marketing organization established by Congress in 2010, brings its global travel campaign to Stowe and Smugglers’ Notch as part of its partnership with the Vermont Department of Tourism and Marketing to produce four innovative, in-language videos to attract international visitors from the United Kingdom. Brand USA’s mission is to grow the United States’ share of the global travel market through critical partnerships with cities, states anddestinationsaround the US.
Why?
- Help create U.S. jobs throughout the country
- Positively impact U.S. and local economies
- Enhance a positive image of the U.S. around the world
Who is Brand USA? Brand USA was first established in 2010 by the United States Travel Promotion Act after a decade of declining foreign visitors to the U.S. It provides a united voice that actively and intelligently promotes U.S. states, cities, national attractions and other travel industry partners through its worldwide digital channels and consumer-facing brand, DiscoverAmerica.com. Brand USA is reauthorized by Congress through 2020. The GOAL? Reach 100 million international travelers to the U.S. by 2021.
Brand USA marketing campaigns –
- In 2013 alone resulted in an incremental increase of 1.1 million visitors to the U.S. with a total impact on the U.S. economy of $7.4 billion in spending, which supported 53,000 new jobs.
- Accrued almost 500 destination, travel organization, sports and entertainment partners including Hilton Worldwide, British Airways, Disney Parks and Resorts Worldwide, NYC and Company and ESPN.
- Resulted in total 2014 revenue of $118.3 million, an 11 percent increase compared to fiscal year 2013 of $107.0 million. Revenue includes cash and in-kind partner contributions, partner publishing revenue and tradeshow revenue.
All promotional travel videos are created in the native language and dialect of the target audience rather than being translated. Each video showcases activities and interests unique to each country based upon Brand USA’s extensive research.
Participating destinations like the Vermont Department of Tourism and Marketing will distribute the videos using their own marketing channels in addition to Brand USA’s distribution through:
- DiscoverAmerica.com
- Discover America’s YouTube channel
- GoUSA.cn and Brand USA’s social media channels in China
- Brand USA’s in-country representatives to reach each country’s travel trade industry via trade shows, roadshows and training seminars.
Brand USA is in its fourth year of operation and now has 12 offices worldwide promoting to over 30 international markets.
The media are invited to the following live digital shoot locations and interact with the on-air talent when shooting is not in progress.
Thursday, August 20 - Smugglers’ Notch
8:00a-12noon: Children & Family Programs /4323 Vermont 108 S, Jeffersonville
Friday, August 21 - Stowe MountainResort
8:00-10:00a - Stowe Mountain Lodge
10:30: ZipTour Adventure starting point
Brand USA, the destination marketing organization for the United States, was established by the Travel Promotion Act to spearhead the nation's first global marketing effort to promote the United States as a premier travel destination and to communicate U.S. entry/exit policies and procedures to worldwide travelers. Formed as the Corporation for Travel Promotion in 2010, the public-private entity began operations in May 2011 and does business as Brand USA. With a mission of increasing international visitation to the United States, Brand USA works in close partnership with the travel industry to maximize the economic and social benefits of travel. These benefits include creating jobs essential to the economy and fostering understanding between people and cultures. Jody Short native of East Sussex, England, who now lives in Richmond, VA, Amon Focus, videographer (212-321-0704)