Brand USA has appointed travel representation and PR consultancy Hills Balfour to act as its agency of record across Europe. Following an in-depth review process initiated by Brand USA in September 2017, Hills Balfour will represent Brand USA’s travel trade interests in France, Benelux, Italy, Spain, Germany, Austria and Switzerland, in addition to its established responsibilities representing Brand USA in the United Kingdom and Ireland.
The United States Travel Association has issued a statement questioning proposals to halt funding for Brand USA. Roger Dow, president of the US Travel Association, said: “With all that is going on in the world, unilaterally disarming the marketing of the US as a travel destination would be to surrender market share at the worst possible time.”
Breaking Travel News talks to Tom Garzilli, chief marketing officer, Brand USA at World Travel Market 2016. On the agenda are visitor figures from 2016, plans for 2017 and the growing importance of tourism to the United States.
British Airways has launched a new multi-platform marketing campaign, including a new TV ad, to promote its World Sale which runs until September 21st. The airline is launching a brand new tactical TV campaign, with a ten-second animated advert designed by BBH and based on creative by British illustrator James Joyce.
Brand USA – the United States’ destination-marketing organisation – generated more than two million incremental visitors to the US from around the globe over the past two years, according to a recent study by Oxford Economics. Those visitors accounted for $6.5 billion in incremental spending, which injected nearly $15 billion into the US economy.
Brand USA has announced it is introducing VisitTheUSA.com as its new global consumer website address to reach international travellers. Brand USA’s current consumer website address, DiscoverAmerica.com, will continue to be live in the market place. The new URL is being introduced over the course of Brand USA’s 2016 fiscal year in all markets where the organisation currently promotes travel to the United States, with the exception of China, Hong Kong, India, Japan, and Taiwan.
United States ambassador to the UK, Matthew Barzun, and United States customs and border protection commissioner Gil Kerlikowski have announced the expansion of Global Entry to UK citizens at the World Travel Market in London. Global Entry, a CBP Trusted Traveller Program, allows for expedited clearance of pre-approved, low-risk travellers. UK citizens can register for Global Entry beginning December 3rd.
Thomas Cook Media & Partnerships are proud to announce that Brand USA, the destination marketing organisation for the United States of America has extended their partnership with Thomas Cook for a third time with another significant multi-million dollar investment. The campaign will run in eight key source markets - UK, Germany, Netherlands, Belgium, France, Switzerland, Austria and Sweden - from now until February 2016.