show report POW WOW - LOS ANGELES Dreams of a new USA brand
The first TV advertisements from Brand USA, the new organisation responsible for marketing the United States to the world, were due to appear on UK screens from May 1. Backed by an ‘anthemic’ song composed and performed by Johnny Cash’s daughter, Rosanne Cash, Land of Dreams is designed to serve as the heart of the campaign. See www.
youtube.com/yourdiscoveramerica The new integrated global campaign,
worth $150million in year one, is the first-ever collaborative marketing effort to promote the USA as a premier travel destination. It’s designed to inspire and welcome the world’s travellers to experience the USA. The US’s share of international arrivals declined from 17% in 2000 to 12.4% today, a 37% fall. “The focus of the campaign is all
about rekindling the world’s love affair with the USA,” says Jim Evans, CEO of Brand USA.
Arizona additions Kimpton Hotels’ new Palomar
Hotel is the focal point of the CityScape complex in Phoenix, Arizona and due to open on June 5. The 242-room boutique hotel is just
10 minutes from Phoenix Sky Harbor International Airport and features include an outdoor pool with lounge and pool deck, an in-room wellness and spa programme and the Blue Hound Kitchen & Cocktails. www.
hotelpalomar-phoenix.com New in Scottsdale is the 158-room
Courtyard by Marriott Scottsdale Salt River.
www.marriott.com
IN BRIEF
Sacramento’s wine website Sacramento has launched a new
wine website offering information on the area’s eight wine regions and the 200 wineries within 90 minutes’ drive of California’s capital city. Access to the city has also been improved following completion of a $1billion expansion programme at the airport.
www.sacramentowineguide.com
The best beach in America Trip Advisor has named St.
Petersburg’s beach the number one in America and the fifth best in the world. The resort’s new Salvador Dali museum is just over a year old and the iconic building – now showing the full Dali collection - has seen visitor attendances double.
www.visitstpeteclearwater.com
Pow Wow back in Las Vegas Las Vegas will be showcasing more
than $22 billion of new tourism offerings at International Pow Wow 2013. Las Vegas, which last hosted Pow Wow in 2008 when it set the all-time attendance record, welcomed 38.9 million visitors in 2011, the second highest total ever. Pow Wow 2013 dates are June 8-12.
www.lvcva.com
www.sellinglonghaul.com • May 2012 13
Santa Barbara’s on-track deal
Santa Barbara is encouraging
The ‘fully integrated campaign’ includes television, signage, digital, mobile, print and social media. “Our marketing strategy is welcoming
and unexpected,” says Chris Perkins, chief marketing officer of Brand USA. “The experiences, the locations, the visuals of all there is to see in the
United States will surprise and inspire even the most travelled worldwide. We are showcasing the best of the USA and spreading the message that we welcome visitors with open arms.” Perkins adds. Brand USA’s UK & Ireland
representative is Black Diamond.
www.thebrandusa.com
Universal Hollywood transformed ‘Transformers: The Ride–3D’,
Universal Studios Hollywood’s newest ride, opens this month (May) with a promise that it will revolutionise theme park ride perceptions by fusing original 3D-HD media, flight simulation technology and special effects. The opening of the new blockbuster
ride coincides with the appointment of Alison Nicholls as the theme park’s new Sales & Marketing Manager for the UK. “We want to build awareness that
Universal Studios Hollywood is not just a theme park but has the most amazing appeal if you’re into movies. The
backdrop tours just have to be experienced and I want to maximise exposure of the VIP tour which lets visitors go on a live sound set.”
www.universalstudios.com
car-free travel through a 20% discount on Amtrak rail travel to/ from the Californian county’s nine rail stations aboard the San Joaquin and Pacific Surfliner trains. This is a key part of Santa Barbara’s Car Free programme says Kiki Ander, VP of Marketing. “We have a number of discounts and special offers for visitors using public transport. Santa Barbara, 90 miles north of Los Angeles, is easy to reach by train and, once there, easy to get around without a car. Newly open in Santa Barbara is
the 41-room contemporary Hotel Indigo while a new Orient Express hotel is due to open early next year.
www.hotelindigo.com
Canyon luxury A new luxury helicopter service
is to start operating out of Boulder City in Nevada on May 20 offering helicopter tours and VIP charter service to the Grand Canyon, Hoover Dam and Las Vegas Strip. Paying agents 15% commission, 5
Star Grand Canyon Helicopter Tours include: luxury Mercedes coach hotel pickup with champagne; complimentary refreshments at the air terminal; luxury ‘state-of-the-art’ Eurocopter AS350B2 jet helicopters with in-flight live video recording system; forward-facing leather seats with 180° panoramic views; narrated pilot commentary; in-flight music. Just 35 minutes from the Strip,
fully-inclusive Grand Canyon tour prices start from $349 pp.
www.5starhelicoptertours.com
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