The Great
American Road Trip Brand USA has launched a social media campaign, the Great American Road Trip, featuring 10 road trips covering 39 states and countless destinations through its Discover America channels.
The campaign is designed to inspire travelers to discover America from the open road and highlight both the well-known and less-discovered road trips by topic and geography.
Social media influencers, from nine of Brand USA’s international markets, will travel on each road trip to discover first-hand the quintessential American experiences—sharing stories and photos with their social media followers along the way.
possible when they travel to the U.S., and I believe we can accomplish this through strong partnerships that bring industry professionals in the U.S. and abroad for a common goal. Brand USA is tapping into the knowledge of our local reps in order to customize materials that resonate with each foreign audience. We believe this will help to strengthen our message that the U.S. welcomes all travelers with open arms.
For every $1 spent, Brand USA generated $47 for U.S. companies. That is some achievement – you must be proud? I am extremely proud. What we’re doing is selling the “American Dream” to the world, and Brand USA is honored to promote this message.
How important is travel to the economy? Both in terms of spend and jobs. Most people don’t realize that tourism is the nation’s largest export. It’s been proven that travel is a powerful economic engine; it is the single-largest services-sector export. International travel represents a quick path toward economic prosperity, providing high- paying jobs that can’t be outsourced. Arrivals in the U.S. are expected to increase 36 percent from 59.7 million travelers in 2010 to 81 million travelers in 2016. This equates to an additional $88 billion in U.S. revenues and 629,000 jobs for Americans. Using the Brand USA ROI Report as an indicator, our investment in travel promotion will continue to positively impact the economy year over year.
Mexico (up 8% in 2012) and Brazil (up 19%) are key Latin American markets. How important are they; how much more can they grow? What are the other key markets in the region? Mexico and Brazil are both incredibly important to the U.S. tourism sector both in terms of arrival numbers and visitor spend. Brazil, for example, has been leading Latin American outbound tourism, and Brazilian visitor spend in the U.S. has been hitting annual records year after year. We officially launched Brand USA in Mexico late last year and Brazil in March. We believe that our presence through on-the-ground agency representation will help us to better connect with potential travelers and spread the word about additional destinations. In terms of other Latin American markets, Chile recently hit a milestone by being admitted into the U.S. Visa Waiver Program. Other countries like Argentina are also crucial to Brand USA’s growth in the region.
What’s Brand USA’s message to the travel trade at WTM Latin America? By investing with Brand USA, members of the travel trade can ensure that they’ll receive valuable investment in their organizations as well. A partnership with Brand USA opens the door to content and opportunities with any of our incredible partners, from U.S. cities and tourist destinations to major airlines and hotels. We’ll work hand-in-hand with partners to make sure that they’re benefitting from the diversity of the U.S. tourism offering just as much as their clients, customers and audiences will.
The content will be posted on Brand USA’s consumer facing channels and website,
www.discoveramerica.com.
The first road trip kicked off in February in California with the Pacific Coast highway and the road trips will run through July.
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