Brand USA Partners Gain Access to India, Mexico with Expanded Multi-channel Campaigns
Brand USA continues to develop its multi-channel marketing campaigns by introducing new media outlets in key markets, such as India and Mexico.
The campaigns allow Brand USA to attain greater efficiency in its marketing investments, especially in digital media, through a leveraging of global and in-market partnerships.
These campaigns also provide Brand USA partners with greater opportunities to leverage Brand USA marketing on an international scale – to an extent that would likely not be feasible through their own capacity for marketing reach.
India Market
Travelers, who come to the United States from India, make up one of the fastest growing source markets for U.S. inbound tourism. This market, according to industry experts, is apt to double during the next five years. A strong economic outlook and an affinity for the United States in India are helping to drive this trend.
Brand USA plans to launch its first multi-channel campaign in India in February 2017. The campaign includes a Facebook co-op program that will promote storytelling and drive website traffic. India has a Facebook audience of 18.8 million people, the single-largest market for this social-media outlet.
The campaign in India also provides an expansive traffic-generation strategy through the Google Display Network. And, as with all Brand USA multi-channel programs, participating partners can be part of an Expedia activation campaign that tracks bookings.
Mexico Market
Mexico is likely to be the largest growth market (by virtue of the number of visitors) for inbound tourism to the United States for years to come. Though the number of visitors from Canada declined in 2015 by 10 percent, the number from Mexico jumped 8 percent.
Brand USA plans to tap into the Mexico market with fall and spring multi-channel campaigns, in September 2016 and March 2017. The promotional efforts use a content development and distribution strategy in conjunction with Televisa, the largest multi-media company in the entire Spanish-speaking world.
Through this alignment, Brand USA partners will be able to export content using broadcast, social and mobile channels, along with Brand USA’s and their own digital platforms. The campaigns also include a celebrity influencer to promote featured partners.