VISIT USA NOW! ISSUE 102 | MARCH 2012 Brand USA ready to talk details
Details of marketing initiatives planned by Brand USA, the body created by the Travel Promotion Act to promote tourism to the country, should be unveiled in April at the annual Pow Wow trade event in Los Angeles. The act, signed by president Obama in
2010, has earmarked up to $200 million annually to promote the USA, collected from the ESTA visa fund and matching private sector contributions. Bryan LG Lewis, Vice President of Operations for Brand USA, said marketing initiatives would partly be formulated around the comments received via millions of postcards submitted from people – who he called ‘brand ambassadors’ – from around the world who had been invited to pen ‘the things they ‘loved’ about the USA’. “There’s no one aspect that
represents the USA so our campaign, which will be conducted through the
Those of us in the travel industry
know better than most the value of planning ahead and booking early, so we thought we would get ahead of the game by letting you know now about our two big summer event dates. The Visit USA Media Marketplace and
global media, co-operative partnerships with tour operators, trade shows and the social media, will stress what’s fresh, unexpected, and possible,” added Lewis. He described the years from 2000 to
2010 as “a lost decade for US tourism” with real growth of just 400,000 tourists during those years. “The world has lost its love affair with
Missouri re-visits the Civil War St Louis, Missouri is to get a new
museum and study centre this year: The Missouri Civil War Museum (MCWM) and The Missouri Civil War Studies Centre (MCWSC). The MCWM and the MCWSC will become the state’s largest educational complex dedicated exclusively to the history surrounding Missouri’s role in the American Civil War. More than 1,100 battles and skirmishes (1860-1865) are recorded as having taken place in Missouri, more than any other state except Virginia and Tennessee. The MCWM will showcase the role
that Missouri played in America’s bloodiest war and will display and
USA and it’s up to Brand USA to try to rekindle that passion,” he said. “We had 26 million tourists in 2000
and 10 years later had increased this to just 26.4 million, when the growth worldwide was a massive 60 million,” he said. “We have been charged with branding the whole country – and that’s some heavy lifting.”
Awards will once again take place at St Ermin’s Hotel, London. Generously hosted by this newly
preserve both artefacts and documents relating to the war. They will be located in the historic
Jefferson Barracks in a complex combining a 16,000 sq ft museum and a 6,000 sq ft research library. The Jefferson Barracks – currently undergoing historic restoration – were established in 1826 and is the oldest active military installation west of the Mississippi River. During the Civil War Jefferson
Barracks was a major military hospital and base due its key strategic location along the railway lines and the Mississippi River.
www.visitmo.com
transformed London grande dame, last year we welcomed a record-breaking 100-plus members of the UK media, all willing and eager to hear about the latest news from Visit USA members. More than 30 tables represented individual destinations, attractions, transportation companies and tour operators in the afternoon workshop session. We then lauded the best of the best at our evening awards ceremony, with wine, canapés and a healthy serving of good cheer! The date this year is July 3 – but be warned, places are limited. And then it’ll be on to the serious
American has more of Dallas
American Airlines will add a
fourth flight between London- Heathrow (LHR) and Dallas/Fort Worth from June 14. The new six-times weekly service
(every day except Thursday) will leave London-Heathrow at 10.30, arriving into Dallas/Fort Worth at 14.40. The new return flight leaves Dallas/Fort Worth at 17.15, arriving into London-Heathrow at 08.30 the following morning.. The flight will be operated by a Boeing 767-300 aircraft with 219 seats. Meanwhile, American Airlines customers who travel on flights between the US and Europe in the main cabin now enjoy complimentary beer and wine as part of the in-flight beverage service.
www.aa.com
42 March 2012 •
www.sellinglonghaul.com
fun! The Visit USA Annual Independence Day Ball will be held on, you guessed it, Independence Day! Join us at The InterContinental Park
Lane, London, on July 4 for a glamorous evening that will celebrate some of the most special elements of this special industry relationship. The ball is always a sell-out event due
to the great opportunities it presents for networking with just about everyone who’s anyone in promoting travel between the USA and the UK. Every year brings an exciting
entertainment schedule, a fantastic menu and some superb raffle prizes. So please do book early as tables and individual seats are already available and selling fast! For further details and booking forms
for both of these events please visit the VUSA website at:
www.visitusa.org.uk
Surinder Manku Azamara Club Cruises, Celebrity Cruises & Royal Caribbean International
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