VISIT USA NOW! ISSUE 105 | JUNE 2012 Brand USA brings back the love The USA’s first-ever marketing
campaign is now underway with 60-second TV advertisements – backed up by 15- and 20-second adverts – appearing on every terrestrial/Sky/digital/ cable channel until early July. There will then be an ‘Olympics break’ with a return in September. The first part of the campaign is based
around the brand, backed up by advertising on the London Underground, key London spots such as the Cromwell Road and Battersea Power Station plus poster advertising in Birmingham, Bristol, Edinburgh, Glasgow, Edinburgh, Leeds, Liverpool and Manchester. All this is in addition to social media campaigns. Anecdotal feedback on the campaign
has been very positive so far and everyone is getting behind the launch according to Gerry Boyle, Brand USA Account Director, UK & Ireland. “There’s been a great deal of excitement about the advertising. “However, moving forward, we are looking to do more co-operative advertising with our partners. “Initially we had a programme of
outreach to the trade; airlines, tour operators, car rental and destination marketing organisations (DMOs) to educate them on what the Brand USA programme is about and how they can partner. We’re encouraging all partners to look at their spend in the market and upweight their activity. In return we will provide them with a contribution
for future co-operative initiatives, giving benefit back to everyone from the smallest travel agent to the largest airline. “Anyone in this market selling America can take advantage of the campaign. The intention of the campaign is to re-kindle the public’s love affair with America.” You can see the advertising by clicking
on Come and Find Your Land of Dreams at
www.visitusa.org.uk
Bond hover takes off in
the Keys As James Bond turns 50 this year visitors to the Florida Keys can now enjoy an adrenaline rush similar to that experienced by 007 in his hovercraft chase in the movie Die Another Day'. Visitors to the Upper Keys can
travel above the water at high speeds aboard Lady Hawke hovercraft operated by Hover Tour. Launched from a bayside beach next to the Caribbean Club (one of the locations for the classic Humphrey Bogart and Lauren Bacall movie Key Largo), the new Key Largo attraction takes passengers on tours of Blackwater Sound and Lake Surprise. Cruising at a speed of about 37mph, hovercrafts provide an eco-friendly joyride on a cushion of air above the surface — with no real contact with the water or land and no harmful impact on marine life. Lady Hawke uses several shallow-
water routes around Key Largo and showing Florida Bay waters from a unique perspective, up close to mangrove forests, exotic birds, the occasional porpoise, manatees and alligators.
www.Hover-tour.com
26 June 2012 •
www.sellinglonghaul.com Dine out deal from Virgin
golf course offering FREE green fees. New too is a pre-bookable ‘Dine
Virgin Holidays’ new Florida
brochure features pre-booked dining options, Rockstar Service benefits, early booking discounts and exclusive offers. New and exclusive to Virgin Holidays in the UK is the Providence Golf & Country Club. This new village complex offers luxurious four- and five-bedroom superior Orlando villas complete with their own swimming pool and screened-in porch. The villas are 15 minutes from Walt Disney World Resorts with a championship 18-hole
Around’ package which includes meal vouchers for breakfast and the option of lunch and dinner at a variety of well- know restaurants in the popular International Drive, Kissimmee and Lake Buena Vista areas. These can be booked for seven- or 14-day durations and are priced from £149 per adult and £99 per child for seven breakfasts and seven lunches or dinners and £259 per adult and £189 per child for 14 breakfasts and 14 lunches or dinners. Customers can save up to £248 per
family of four when booking a seven-day package and staying at the exclusive NV Hotel, the Quality Inn International, The Enclave Suites, Clarion Inn or Radisson Resort Orlando. Valid for bookings made before the June 30. Flydrive packages start from £639.
www.virginholidays.co.uk
Westin Lake opens in Las Vegas
Starwood Hotels & Resorts has opened its second property in Las Vegas. The Westin Lake Las Vegas Resort and Spa features 493 rooms and suites and underwent a $4 million renovation prior to re-opening under the Westin flag. Offering lake and mountain views, as well as two pools, white sand beaches,
cabanas and a choice of water activities, the Westin Lake hotel is five minutes from the Jack Nicklaus-designed SouthShore Golf Club and 15 minutes from the Las Vegas strip. Other hotel facilities include the Spa Moulay, a fitness centre and five restaurants and lounges.
www.westin.com/lakelasvegas
VISIT USA IN BRIEF
Elephants in Nantucket Nantucket Island Resorts has opened The Inn at the White Elephant Village in Massachusetts this month (June). Offering 14 suites and six deluxe rooms, the property is located on South Beach Street, in the heart of Nantucket town. The new Inn and existing White Elephant Residences comprise the newly-created White Elephant Village, an extension of the award- winning White Elephant hotel.
www.nantucketislandresorts. com
Get more in Atlanta Mandarin Oriental has opened
in Atlanta with a ‘More in Atlanta’ promotional offer. Valid through to September 1, the
offer provides a third night free when clients reserve two consecutive nights. The offer is subject to availability and room rates are from £182 per night. The 127-room luxury hotel is in
the city's prestigious Buckhead area.
www.mandarinoriental.com
Rhode Island festival Rhode Island’s WaterFire
Festival brings added excitement to the capital city, Providence, with an award-winning art installation now running until October. The installation is positioned in
the three rivers which merge in downtown Providence, and celebrates earth, air, fire and water. Amidst the flickering light of over 100 bonfires, visitors can stroll through Waterplace Park and enjoy music and entertainment.
http://waterfire.org/season- schedule/2012-waterfire-schedule
www.discovernewengland.co.uk
Tee time in Arizona Golfers at the historic Sheraton
Arizona Biltmore can play harder and more affordably this summer with the resort’s exclusive All-Inclusive 'PLAY Package' from $669 per night. It includes upgraded full-board accommodation for two and and two rounds of golf a day.
www.arizonabiltmore.com
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