VISIT USA NOW! ISSUE 107 | SEPTEMBER 2012 Brand USA off to flying start
The first phase of Brand USA’s UK campaign, which ran until the end of July, has inspired more overseas travellers to book their next trip to the US, the organisation says. Jay Gray, Vice President of Business
Development, Brand USA, said: “We are extremely pleased how the campaign ran, with results which indicate strong upward trends in intent to visit, consumer sentiment, and engagement. In the UK, the percentage of those who intend to visit grew 12% in the months since the May launch.” The full results will be available this month (September) but the campaign has been well received by consumers and tour operators, said Gray. “We are committed in our activities
USAirtours is a million dollars USAirtours is celebrating 30
years of selling holidays to the US by running its biggest-ever promotion to Orlando, Florida. The campaign, which launched on
July 4, sees every family booking to Orlando made by September 30 (for departures in 2013) receive a pre-paid Visa credit card pre-loaded with $
250.The card can be used anywhere in Orlando. The Orlando bookings must be
for at least two adults and two children for a hotel stay of at least 14 days, include an inclusive full- sized rental car and Disney Ultimate Attractions tickets All bookings can only be made
through USAirtours and agents can request download supporting material from USAirtours’ website. The operator’s CEO, Guy Novik, commented: “We are one of the few operators that still takes bookings only through the trade. "Agents need all the help they can get and we have set aside a million dollars for this promotion to help boost bookings and drive business towards our agency partners.”
www.usairtours.co.uk/ milliondollaragent
30 September 2012 •
www.sellinglonghaul.com
to the UK market – 3.84 million UK visitors travelled to the US in 2011 – and look forward to working harder with the trade. We know the importance of bringing travel agents to the US to experience it,” Gray added. The £2.3 million campaign included TV
advertising, branding on the London Underground and city billboards, trade print adverts and a social media strategy. Throughout the campaign, Brand USA
showcased the diversity of experiences available in the US and invited visitors to 'Discover this land, like never before'. Brand USA's objective is to rekindle
holidaymakers' love affair with America' by highlighting the country as a fresh and unexpected destination, added Gray.
www.DiscoverAmerica.com
Spiderman specials from Funway
There has certainly been a great deal of speculation about our ‘Olympic Summer’ and how it will or will not affect our industry and outbound travel to the USA. We spoke to some of our friends 'on
the frontline’ to find out what is happening with bookings post-Olympic fever. A spokesperson for Virgin Holidays told us: “We’re seeing very positive levels of demand as people seek to have something else to look forward to now that the Games are over…. and there are some fantastic deals to perennial favourites like Orlando and New York throughout the rest of the year.” Major Travel’s Mark Widdowson struck a similar upbeat tone: "We had been expecting a reduction in our core businesses over the fortnight of the Games, but happily this was not the case with most areas staying close to target. There has been no post- Olympic surge as such, but bookings are steady and despite undergoing a heavy upgrade of our computer system, it's all good here!"
As media attention turns away from
Funway Holidays has put together two special Spider-Man- Themed packages to New York and Orlando to tie in with the recent release of The Amazing Spider-Man. Three nights in New York, including flights to New York with Virgin Atlantic and accommodation at the three-star Wellington Hotel, is priced from £589pp, with travel on January 10 2013. For an extra £25pp visitors can visit the exterior or Peter Parker's
apartment in the Spiderman films and see other iconic backdrops on the New York TV and Movie Sites Tour Seven nights in Orlando is priced
from £599pp. The deal includes Virgin Atlantic flights and accommodation at the three-star Coco Key Hotel & Water Resort, with travel on November 19 2012. Tickets for Universal Studios start from £99pp, based on a Universal Studios two-park bonus ticket
www.funway4agents.co.uk
Ice and tasty in New England Visitors to New England can develop
an unusual taste for one of the region’s best-known products: ice cream. New England is an ice cream lovers’ paradise and is home to not only the Ben and Jerry’s Ice Cream Factory in Waterbury, Vermont, but also many other unique ice cream parlours. For example, how about lobster ice cream,
Olympic-mania and towards the upcoming US election season it may be safe to assume that the resulting lift in visibility for the region will further bolster growth. The Visit USA website offers contact details for all member tourist bodies and destination marketing companies. If you would like to ensure your staff are up to date on their USA knowledge please check the website to arrange training:
www.visitusa.org.uk Caroline Donaldson-Sinclair, Wixhill
that includes chopped lobster meat, available during the summer season at Ben and Bill's Chocolate Emporium (
www.benandbills.com) in Bar Harbor, Maine. Or perhaps Maple Bacon ice cream, with bacon, in Vermont? Try it at Island Homemade Ice Cream (www.
islandhomemadeicecream.com).
www.discovernewengland.co.uk.
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