Brand USA has launched its “Market the Welcome” campaign to welcome travelers through the international arrival process at Hartsfield-Jackson Atlanta International Airport, the world’s busiest airport.
Atlanta becomes the fifth U.S. airport to implement the initiative, which is designed to inspire guests to visit and experience multiple destinations within easy access of the airports and surrounding regions. Brand USA partnered with the airport, Atlanta Convention & Visitors Bureau, and Georgia Tourism to bring the program to the Atlanta Airport to promote the greater Atlanta region and the state of Georgia.
“Brand USA and its partners can provide the most inspirational and compelling storytelling about our country to travelers from around the world,” said Brand USA president and CEO Chris Thompson. “That story begins the moment international travelers arrive in the United States. We have an ideal opportunity to extend our hospitality, and thank our guests for choosing the USA for their travel experiences.”
Thompson said the Atlanta airport presents great possibilities for welcoming international visitors and inviting them to discover the nearly limitless number of authentic travel experiences that the USA offers.
The “Market the Welcome” campaign features high-impact, inspirational imagery and friendly welcome language customized to the local and regional tourism market. At the Atlanta airport, for instance, there are 29 large panels across 14 gates in Terminal F with hospitable messages in multiple languages, including English, Chinese, German, Korean, Portuguese, and Spanish.
“It is our privilege to welcome visitors from across the world,” said Hartsfield-Jackson General Manager Roosevelt Council, Jr. “We hope to present those visitors with a true representation of the beauty and history that can be found throughout the city of Atlanta and the state of Georgia.”
The airport is the prefect venue for this program, Council said, noting its designation as the world’s busiest airport for 19 consecutive years. More than 104 million passengers navigated through the airport in 2016, which represented a 2.6 percent increase over the previous year.
“Hospitality is ingrained in Atlanta’s culture, and the ‘Market the Welcome’ campaign allows our city to offer an immediate greeting to international travelers upon arrival,” said William Pate, the president and CEO of Atlanta Convention & Visitors Bureau. “As home to the world’s busiest airport and a global gateway to the United States, Atlanta now has an even greater opportunity to maximize on the visitor experience.”
Kevin Langston, the deputy commissioner of economic development for tourism at the Georgia Department of Economic Development, said travelers will get a “taste of our southern hospitality as soon as they arrive in Georgia. This program showcases some of the many unique stories of our state and I know it will inspire our international visitors to set out and explore all that we have to offer.”
The other airports which have instituted the program are: Miami International Airport (MIA), Chicago O'Hare International Airport (ORD), Minneapolis-Saint Paul International Airport (MSP), and Louis Armstrong New Orleans International Airport (MSY).