A new body set up to promote inbound tourism to the United States will launch an advertising and marketing campaign valued at around £2m in the UK on May 1.
Brand USA, a public-private partnership funded by travel companies and money raised through Esta visa-waiver charges, was officially unveiled at WTM last year.
Its new marketing strategy will be revealed at US trade show Pow Wow in April, before a fully fledged campaign is launched in markets including the UK.
Speaking at a meeting of the Visit USA Association in London, Brand USA’s UK representative agency Black Diamond confirmed the initial four-month campaign would include TV, online and outdoor advertising.
It will initially be consumer-focused, but trade activity is also planned.
Jim Evans, chief executive of Brand USA, said: "The campaign to market the United States as a premier travel destination is the first time the USA has had a sustained international campaign to inspire and welcome visitors from all over the world.
“We look forward to welcoming UK visitors to discover America again or for the first time."
This is a community-moderated forum.
All post are the individual views of the respective commenter and are not the expressed views of Travel Weekly.
By posting your comments you agree to accept our Terms & Conditions.