I feel very privileged to have been a part of such a great team that was tasked with inspiring and inviting foreign travelers to the USA. Here is a glimpse into the work that this amazing team spanning multiple agencies and continents has done for Brand USA.
Brand USA was created with the task of turning the tide on a decade of decline in the US’s share of the global travel market. This is the story of how we reawakened travelers’ love for America through reprising the very ideals that founded it – boundless possibility. We achieved a 47:1 return on marketing investment in just three years; winning back share by welcoming 1.1M new visitors; and boosting the US economy with $3.4B in incremental revenue - supporting the creation of 53,000 new jobs.
How we measured our effectiveness: We successfully launched the USA’s first national tourism brand – turning the tide on a decade of decline by winning back share in the global travel market, and generating a 47:1 return on marketing investment in just three years. We brought 1.1M new visitors to the USA, adding $3.4B to the domestic economy, and supporting the creation of 53,000 new jobs. This is the story of how we re-awakened traveler’s love for the USA.