We’re starting a brand new series that we’re calling “Customer Insights”. In this section, we’ll highlight our customers, their staff and celebrate their successes.
Today, we’d like to take you inside Brand USA.
Celebrating its fifth anniversary, Brand USA, the destination marketing organization charged with marketing the United States, has truly had an impact on the US travel industry. In 2014, the United States welcomed a record 75 million visitors – a growth of 7% over the previous year. An impressive result given the strong dollar and one that can be credited to Brand USA. The organization has played a central role in stimulating travel to the United States.
An Obama administration initiative, Brand USA was launched as part of the Travel Promotion Act of 2010. Its funding comes from the Electronic System for Travel Authorization (ESTA) and a matching fund from stakeholders. Basically, no American taxes are used to support the activities of Brand USA.
And what do they do? What don’t they do? Brand USA actively promotes, advocates and advises with the spectrum of travel industry stakeholders to increase inbound travel to the United States. It’s a large undertaking, and one they are succeeding at.
In the compelling video above (that we just had to share), Brand USA tells their story, highlighting many of their exciting and successful programs.
From the “MegaFam” campaign to the “Great American Food Stories” guide, Brand USA’s initiatives are setting the trends for marketing in the travel industry, and seeing their success is truly inspiring.