Brand USA Newsletter - December 2017

Brand USA Launched Two Digital Campaigns to Promote Travel to U.S. from United Kingdom & Ireland

Brand USA joined forces with Travel Daily UK and TravelMole UK on two exciting digital campaigns geared towards promoting travel to the United States from the United Kingdom (UK) and Ireland. The destination marketing organization (DMO) for the United States partnered with Travel Daily UK to promote the themed experiences of their direct marketing organization (DMO) partners in the UK and Ireland.  They are producing highly-engaging content on six themes - lifestyle, cities and towns, food and drink, outdoors, culture and history, and music and entertainment.

Travel Daily MediaTravel Mole

The campaigns, which ran from November, utilized e-blasts on those themes.  Each DMO partner publicized their preferred tour operator with a tailored trip relating to each theme.  The promotion included front-page coverage at Travel Daily UK as well as banner website, banner HTML, and “Face2Face” profiling opportunities.  The campaign also marketed the USA Discovery Program.

Travel Daily UK is part of the Travel Daily Media Group, a digital publisher and event organizer for the UK travel trade.  With 35,274 subscribers to their daily e-magazine, the group promoted the Brand USA message for the UK travel trade through their daily eMagazine, email marketing, website, networking events, bespoke digital agent guides, and agent eLearning courses.  Besides its magazine circulation, Travel Daily also has major followings on Facebook (27,415), LinkedIn (24,733), and Twitter (15,568). Visits to the Travel Daily UK website alone registers 153,500 each month.

In a separate campaign, Brand USA and TravelMole UK launched a year-long campaign to encourage the UK and Ireland travel and tourism industry to “discover” America.  The campaign began September 26 and will continue through September 2018.

Brand USA and TravelMole UK are collaborating to generate content to showcase all 50 states, five U.S. territories, and the District of Columbia.  A weekly e-newsletter, dubbed “Brand USA Tuesday Tune In,” spotlights a stand-alone state or territory, featuring must-see places, what is new and trending, and information regarding travel to the U.S.

“The UK represents the largest overseas travel market to the United States and this content-driven partnership with TravelMole UK allows Brand USA to promote travel to, through, and beyond the gateways,” said Chris Ellis, director of Brand USA’s global trade development.

TravelMole UK Managing Director Graham McKenzie agreed, adding: "We are delighted to be working with Brand USA to demonstrate to our audience the huge range of sights and activities available to those who visit the United States.  This campaign conveys the enormous range of options available to those amongst TravelMole UK online community who might be considering a trip to the USA."

The TravelMole UK campaign was launched at the inaugural and exclusive Brand USA workshop in London, United Kingdom for destination marketing organizations, convention and visitors’ bureaus and public relation representatives.