Austin has announced the launch of a joint partnership with Brand USA, the new tourism marketing body for the United States of America, to highlight the city as a holiday destination to UK consumers.
By partnering with Brand USA, Austin Convention & Visitors Bureau aims to leverage off the consumer interest in the Formula 1 United States Grand Prix, which takes place on November 18th 2012.
Focusing on Austin’s variety of music, vibrant arts scene and numerous outdoor activities available is a key focus for the city.
Print and online activity with The Guardian will play a major part in the campaign.
The UK is the United States number one international overseas market.
In the year ending 2011 there were 3,835,300 UK visitors to the USA.
“We are thrilled to partner with Brand USA on this initiative,” said Julie Chase, vice president of marketing and tourism for the Austin CVB.
“The UK is a key market for Austin - and with marquee events like SXSW, Austin City Limits Music Festival and now, F1 – Austin is gaining international recognition as a premier destination for leisure travel.”
Circuit of The Americas will be the first purpose-built Formula One Grand Prix facility in the United States designed for any and all classes of racing.