BUSINESS NEWS


Tom Garzilli: ‘I am confident people are going to be travelling [to the US] going into 2022 and the pent-up demand is certainly there’


Brand USA vows to fund ‘very robust’ marketing


US body poised to aid trade partners once borders reopen. Robin Searle reports Garzilli said Brand USA had


The US is well-placed to capitalise on pent-up travel demand and is ready to target the UK market with a “robust” consumer and trade strategy, according to the country’s marketing chief. Speaking in London on his


first international trip since March 2020, Brand USA chief marketing officer Tom Garzilli also said he was confident the Biden administration would support promotional efforts and understood the importance of tourism to economic recovery.


56 9 SEPTEMBER 2021


halted proactive consumer marketing at the start of the pandemic to preserve funds but had pivoted its trade strategy to introduce a range of virtual and digital training and communications tools including the bespoke Global Marketplace platform. “From a consumer perspective


we stopped proactive marketing to conserve dollars – we would have liked to maintain that presence but it was a necessity,” he said. “Simultaneously, we realised we


had even more responsibility to help our partners and stakeholders (in the US) whose business was decimated. “If you are a city or state you had


to start cutting and international teams didn’t have much of a role, so we needed to think about how to keep the lights on with our global trade partners.” Garzilli admitted a sense of restlessness with the delayed


Continued on page 54 travelweekly.co.uk


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