The first series of commercials to ever promote the U.S. to world visitors include a gay couple.
Developed by Washington, D.C. based Brand USA, the commercials were launched yesterday in the United Kingdom, Japan and Canada, with a budget of $12.3 million for the first three months. A second wave will follow in Brazil and South Korea, with several other markets to follow.
The commercials are just one part of an integrated marketing strategy, using a mix of 60-, 20- and 15-second television spots, as well as digital, billboard and print advertisements and a robust online presence and social media strategy to reach potential visitors.
"Other countries around the world have prioritized tourism efforts for years, yet in the 236 years since the United States of America was founded, this country has never had a nationally coordinated effort dedicated to inviting travelers to come visit us," said Stephen J. Cloobeck, Chairman of Brand USA’s Board of Directors. "This new campaign will tap into an incredibly valuable economic resource – the millions of visitors who want to experience all that our great country has to offer."
Brand USA was created as a result of the U.S. Travel Promotion Act, federal legislation passed in March 2010 with strong support by President Obama, that established a public-private partnership between the travel industry and the U.S. government dedicated to increasing international visitation to the U.S. through marketing and promotional efforts to drive job creation and spur economic growth. According to the U.S. Travel Association, the average overseas visitor to the U.S. spends $4,000 per trip, and 35 incremental overseas visitors supports one new U.S. job.
More information about Brand USA and the newly released advertising campaign is available at www.discoveramerica.com.