Sunshine Matters

I am excited to share with you that the Corporation for Travel Promotion will now be conducting business as “Brand USA, Inc.”

Created in 2010 to encourage international visitation to the United States, the Corporation for Travel Promotion – now Brand USA, Inc. – has developed a new global brand and positioning strategy that focuses on increasing international visitation to the U.S. through marketing and promotional efforts.  Brand USA is the first critical effort in launching the United States into the global travel market, with the goal of making it a top-of-mind destination for international travelers to visit.

Over the past decade, the global travel market has grown by more than 60 million travelers annually.  However, the U.S. has experienced a 37 percent decline in its share of international visitors over the same period.  Brand USA – through an integrated campaign including global advertising, co-op marketing partnerships, trade shows and sales missions, public relations, social media and educational programs – represents a meaningful milestone in the United States’ efforts to promote international travel to the U.S.

Brand USA seeks to maximize the economic and social benefits of travel throughout the United States, as well as show that the U.S. is not defined by one entity – rather that visitors and their experiences help shape the American culture.  In addition, Brand USA has also created a new logo representing the “fresh, welcoming and inclusive” feel of the U.S.  It is meant not only to showcase the diversity of the American people and the endless possibilities of the United States, but to also complement the new brand position: “The United States of Awesome Possibilities Welcomes Everyone.”

As you may know, VISIT FLORIDA works constantly to increase our share of the growing international travel market.  Florida currently ranks second among all 50 states in total international visitation and those visitors spend more in Florida than any other state in the country.  We now have an extraordinary opportunity to leverage VISIT FLORIDA resources by working with Brand USA, Inc. to create joint marketing efforts that will increase Florida’s share of the international market.  These efforts will also allow Florida’s tourism industry and businesses to gain more international exposure.

For more industry or partner information about Brand USA, please visit thebrandusa.com.  Also, be sure to visit Brand USA’s consumer website at discoveramerica.com.  The full presentation of the unveiling of “Brand USA, Inc.” can be viewed by clicking here.