Brand USA lays out new marketing plan at IPW 2019


ANAHEIM — Brand USA took to the world stage at IPW 2019 in Anaheim, California earlier this week to announce its new marketing initiatives aimed at positioning the United States as a premier travel destination.

As the premier sponsor of the annual trade show, Brand USA did what it does best: show international travellers all that the U.S. has to offer in travel experiences. While at a news conference, the organization revealed the following:

• Its Fiscal Year 2018 Annual Report shows that USA consumer campaigns in 14 markets generated 80% of international visitation to the U.S. A mobile giant screen strategy offered engaging stories to drive U.S. travel interest, and a second giant-screen film, ‘America’s Musical Journey’ opened in 75 theatres worldwide.

• Brand USA’s third giant-screen film, ‘Into America’s Wild’, follows trailblazers John Herrington, the first Native American astronaut, and Alaskan pilot Ariel Tweto, on a cross-country journey that includes visits to scenic byways, ancient homelands and little-known trails. The film will premiere in Washington, D.C. in February 2020. To watch the trailer, click here.

• Brand USA celebrated the success of its eighth year as the U.S. Travel Association’s premier sponsor of IPW 2019. The three-day show drives US$4.7 billion in future travel to the U.S., and had more than 1,300 exhibitor booths and over 6,000 attendees, including 1,300 international and domestic travel buyers and 500 journalists representing more than 70 countries. Brand USA extended its premier sponsorship agreement through 2024.

“IPW is the biggest stage and brightest light annually for Brand USA to celebrate collective success with our world of stakeholders,” saidChristopher L. Thompson, president and CEO of Brand USA. “Congrats to the U.S. Travel Association, as well as our hosts Visit Anaheim and Visit California for another very productive event.”

Brand USA’s mission is to increase incremental visitation, spend and market share to fuel the nation’s economy and enhance the image of the United States worldwide. Its FY2018 marketing initiatives helped to welcome 1.13 million incremental visitors to the USA. Those visitors spent a record $4.1 billion, generated a record $8.9 billion toward the U.S. economy, and supported more than 52,000 incremental U.S. jobs, according to a study by Oxford Economics.