BACKGROUND / CHALLENGE:
Established by the Travel Promotion Act of 2009 as the nation’s first public-private partnership to spearhead a globally coordinated marketing effort to promote the United States as a premier travel and business destination, the Corporation for Travel Promotions was created thanks to matching federal and private funding in 2011.
The corporation needed a new “public-facing” name for its entity as well as a campaign name that would serve as a tagline and possibly a URL.
Straightforward as may seem, the United States is known by many names around the world, so we embarked on research consisting of audits of over 100 other countries’ tourism and business programs, and speaking with people from around the world to get a sense of how people speak about and refer to the US. We created “Brand USA” as the entity, and “Discover America” as the tagline/URL.
Brand USA’s marketing initiatives have helped welcome 4.3 million incremental visitors to the USA, benefiting the U.S. economy with nearly $30 billion in total economic impact, and supporting, on average, 50,900 incremental jobs a year.