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Visit USA Marketing


Visit USA undertakes a variety of marketing activities throughout the year, all with the primary objective of stimulating interest in the UK-USA travel market and then channelling the enquiries and demand generated back to members.


DIRECT MAIL Direct mail takes place each January featuring a members' brochure request service to 25,000 UK consumers with a known interest in travel to the USA. This normally achieves a high redemption request rate and is a popular service with members.


PROMOTIONAL LITERATURE Visit USA routinely sends out its own promotional material as requested by consumers and the travel industry, with which members are then able to include their own promotional literature. This service is provided by Visit USA’s distribution agency, BH & P Direct Mail (+44 (0) 1293 785 625 or admin@ bhpdirectmail.co.uk) The distribution cost varies according to weight/quantity.


TRAVEL AGENT PARTNERS UK travel agents and homeworkers are invited to become partners of Visit USA by enrolling in the Travel Agents Partner programme and, upon approval, this entitles them to be appointed as US Travel Specialists. These specialists are then featured in a ‘look-up’ facility, listed by town, on the Visit USA website. Ad hoc specialist newsletters are


provided and include member news updates. Specialists are also fast- tracked for inclusion in Visit USA familiarisation visits (see below). Specialists’ entries on the Visit USA


website are upgraded if a member of staff passes the Visit USA Training Programme either at Standard, Intermediate or Advanced level.


MARKET RESEARCH From time to time, as required by market circumstances, Visit USA undertakes tracking and ad hoc market research amongst members and / or consumers into relevant issues of the day. Results are shared with all members to action according to their own needs.


FAMILIARISATION VISITS Educational visits for UK travel agents and tour operators are regularly organised by Visit USA, working with involved members including airlines, car rental, hotels, attractions and destinations. These visits also form an essential part of the Visit USA Training Programme for which successful students are fast-tracked for inclusion.


DATABASE RESEARCH On an ongoing basis, the various activities undertaken by Visit USA generate consumer names and addresses that are then made available to members for their own direct


marketing activities. Visit USA has also accumulated approximately 25,000 names and addresses of individuals who have requested the Visit USA Travel Planner. This list is available to members at a small cost. Business-to-Business direct mail opportunities are also available within the Visit USA's own membership database.


CONSUMER INFORMATION LINE Seven days per week, year round, consumers can call the Visit USA telephone information service (+44 (0) 1737 648466) to obtain a comprehensive range of accurate information on USA travel. All callers to this number are also offered the Visit USA Travel Planner (see page 8) and are provided with a brochure pack of latest member and destination USA information.


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