British Airways and Brand USA have signed a deal to position the carrier as the first Founding Airline Partner in the UK for the new tourism marketing body.
As a Founding Partner, British Airways will work with Brand USA on a number of initiatives to promote the United States as a premier travel destination, including industry and travel agent activity, plus advertising campaigns in UK trade and consumer press.
As part of the partnership, British Airways has committed to being the airline partner for the inaugural Brand USA Megafam trip for UK-based travel agents.
The familiarisation visit will incorporate multiple destinations across the United States of America, and will be designed to showcase the diverse travel destinations and experiences available, as well as British Airways product to the travel agents.
As part of its Founding Partner status, British Airways will receive exclusive airline recognition and Brand USA benefits in the UK, such as priority on new initiatives, promotions and major marketing co-op campaigns, as well as inclusion at all Brand USA functions at major industry events.
Brand USA was established by the Travel Promotion Act in 2010 to spearhead the nation’s first global marketing effort to promote the United States as a premier travel destination.
The organisation aims to maximise the economic and social benefits of travel, ultimately increasing visitor numbers to the USA. Through its call to action - DiscoverAmerica.com - Brand USA inspires travellers to explore the United States of America.
Jay Gray, vice president of business development, Brand USA, said: “We are extremely pleased to announce the inaugural partnership between British Airways and Brand USA. Working with the UK’s national carrier ensures the gravitas and long-term commitment that we dedicate to the UK market, the largest overseas visitor market to America.”