Sponsored Brand USA
Successful campaign enters second phase
Brand USA’s digital tour operator campaign had such impressive results in its initial phase that the organisation is gearing up for a second phase of the programme. In spring 2018, Brand USA launched phase one, which was aimed at boosting travel to the USA and driving sales through six key tour operator and airline partners. Each partner received a destination-specific digital lightbox hub, served via advertising units in premium news and travel sites in the UK. Phase one has resulted in an impressive 24% year-on-year increase in room nights booked and 21% year-on-year increase in passenger bookings. Brand USA will kick off the campaign’s second phase in
TRADE WORKSHOP
Brand USA expands trade education
Following last year’s inaugural DMO & CVB Workshop event, Brand USA has once again provided a platform for UK-based DMCs and convention and visitor bureau marketing and public relations representatives to learn more about Brand USA and its activity programme. Taking place at London’s Rosewood Hotel on September 17, the event brought together experts representing USA destinations to better tell America’s story in-market.
The morning session was opened by Cathy Domanico, vice president of global trade development for Brand USA, and then focused on four key areas, including what’s new and next for Brand USA, how it works with the media and the travel trade, and updates on its partnership programmes and campaign work.
The second half of the workshop featured a panel discussion with industry experts exploring content creation and how destination brands should be working with third party voices. The day ended with a Q&A session and a networking lunch.
52 05.11.2018
Agents embarked on seven itineraries
EPIC JOURNEY The second phase will launch in January
January 2019, offering six packages in Brazil, France, and Germany, and unlimited packages in the UK. With a one-to-one tour operator match in
WINNING COMBINATION Floral feat in London
This July Brand USA showcased the “Great Gardens of the USA” at this year’s RHS Hampton Court Palace Flower Show. The display featured one garden showcasing the scenery, nature and sub-tropical climate of Charleston and South Carolina, and a second representing Oregon’s mountains and rich heritage of fruit and timber production. The
Charleston and South Carolina garden won the Silver-Gilt award in the World Gardens category and the Oregon garden took the bronze. Both were designed by Sadie May Stowell, a prominent garden designer and landscape architect, and between them they occupied 50% of the World Gardens area at the show.
contra-marketing value, phase two partners can expect to see about four million impressions and 12,000 total clicks in each market.
Musical MegaFam is the
best yet
In partnership with American Airlines, British Airways and American destination partners, Brand USA recently completed its most successful MegaFam to date. In May, 100 travel agents simultaneously travelled along seven itineraries spanning nineteen states and Washington DC. Each route revolved around music to celebrate the release of Brand USA’s second giant-screen film, America’s Musical Journey. The agents experienced everything from country ballads at Stagecoach Festival in Palm Springs, California, and Michigan’s Motown Museum in Detroit, to touring Graceland, the home of Elvis Presley, in Memphis, Tennessee. Other highlights included a baseball game in Washington DC, rafting on the Colorado River, and incredible views from the Space Needle in Seattle. The MegaFam culminated in a visit to Nashville, Tennessee, where agents visited the Grand Ole Opry, RCA Studio B, The Johnny Cash Museum, and Broadway before returning home on the inaugural British Airways flight from Nashville to London.
Brand USA team members attended the fl ower show
To be eligible for a spot on the MegaFam, travel agents in the UK and Ireland had to have booked travellers on an American Airlines and British Airways flight to the USA during the entry period from January through April. In addition, they had to have earned several badges on Brand USA’s official agent training site,
usadiscoveryprogram.co.uk.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92
