VISIT USA NOW! ISSUE 96 | DECEMBER 2011 The United States of Awesome Possibilities World Travel Market saw the launch
of Brand USA, the new name for the Corporation for Travel Promotion, the US public/private partnership formed last year to increase international visitation to the US. Backed by an annual budget of up to
$200 million, Brand USA "symbolises the welcoming spirit with which the US invites international guests". Brand USA’s global marketing campaign will be launched next spring at ITB in Berlin and ceo Jim Evans told Visit USA members that the US offers a range of destinations and experiences unparalleled in the world market. “Through Brand USA we invite the
world’s travellers to experience the limitless possibilities for themselves.”
It was very exciting to see the new
‘Brand USA’ identity for the USA’s Corporation for Travel Promotion unveiled at World Travel Market. As such an important market, it was
The Brand USA logo is designed to be
“fresh, welcoming and inclusive and reminds the world that the United States of Awesome Possibilities welcomes everyone,"added Evans. The logo also displays the URL
DiscoverAmerica.com, now Brand
USA’s official consumer website. Visit USA Association chair Kate Burgess-Craddy said: “It goes without saying that anything that raises the profile and supports the promotion of, the USA – as Brand USA will aim to do – is good news for the trade."
Look out for
Visit the USA Your personal copy of the new
68-page Visit the USA is distributed with this (December) edition of Selling Long Haul. Visit the USA is the new name for the long-standing Visit USA Travelplanner but the new name marks some important improvements to the Visit USA Association’s annual guide. The publication includes 20 pages
of themed features including Families, Couples, Fly/Drive, Shopping, Scenic Splendours, Adventure and Golf. Other sections include tour operator information and a guide to all 50 US states. For additional copies contact the Visit USA Association’s brochure request line on 0870 777 2213 or
vusa@bhpdirect-mail.com
Las Vegas looks to downtown Las Vegas is revamping its downtown
area, with the regeneration projects attracting a new crowd, according to Las Vegas Convention and Visitors Authority's host committee and ex-mayor Oscar Goodman. Speaking at WTM, Goodman said that
venues like Insert Coins, where patrons can play old Pacman games and drink beer are "attracting a new young, smart, crowd of the computer generation". Also downtown the new Mob
fitting that our tourism partners from across the Atlantic should reveal the fruits of the last 12 months' labour just when the eyes of the global travel industry were trained on the UK. The optimism surrounding the announcement reflects the ‘awesome possibilities’ (to borrow the new brand’s strapline) that attract so many of your clients to holiday in the many regions of the USA. The greatest sense of anticipation,
Museum will open on February 14 2012, timed to highlight its star exhibit: a section of the wall by which the Valentine's Day Massacre took place. “The Mob Museum will appeal to Brits,
who just can’t get enough of American gangster history,” said Goodman. Due to open in 2013 is The Link
project, with its main attraction the Las Vegas Eye, which promises to be bigger than its London counterpart.
www.visitlasvegas.com
The USA is the number one long
New York’s New Year’s Eve party New York City is one of the world’s
great hot spots to spend New Year’s Eve and there are plenty of reasons to recommend its five boroughs to clients this year. Times Square will see both Lady Gaga
and Justin Bieber performing for revellers before the famous New Year’s Eve Ball descends from One Times Square. Visitors should drop by the Times Square Visitor Centre to record their wishes for 2012 on paper. Wishes submitted on the wall and online at
www.timessquarenyc.org will be collected and added to the confetti that flutters down onto the streets of Times Square at midnight on New Year’s Eve. At Avery Fisher Hall (www.nyphil.
org ) Alan Gilbert will lead a concert called A New Yorker’s New Year’s Eve
54 December 2011 •
www.sellinglonghaul.com
(20.00) featuring music by Leonard Bernstein and George Gershwin, both of whom spent most of their working lives in New York, while other concerts on the night include Chuck Berry at the B.B. King Blues Club & Grill and Assembly of Dust at Mercury Lounge, both starting at 20.00
www.nycgo.com/holidays
haul destination for Brits who spend more and stay longer than any other overseas traveller. Even during these tough economic
times, over four million of us will travel there on holiday to enjoy city breaks, fly drives, theme parks, national parks, beaches and enjoy literally hundreds of unique experiences. It’s vital that this is recognised and
the funds available are reinvested proportionately according to the value of the market. Doing so will help to guarantee
future efforts to maintain and expand the USA’s share of the UK long haul spend and the willingness of agents to sell the destination with enthusiasm and purpose. Surinder Manku Azamara Club Cruises, Celebrity Cruises & Royal Caribbean International
however, remains around how the new entity will utilise the funds raised from the ESTA waiver fees that have been levied on travellers to the USA since 2010.
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