Diamond Level Partner Spotlight: Capital Region USA
Capital Region USA (CRUSA), a Brand USA Diamond-level partner, is working hard with the nation’s destination marketing organization to encourage international visitors to visit Washington, D.C., Maryland, and Virginia – a region where visitors enjoy history, culture, nature, beaches, and culinary delights, all within a reasonable driving distance.
In partnership with Brand USA, CRUSA promotes these areas internationally in partnership with Destination DC, the Virginia Tourism Corporation, the Maryland Office of Tourism Development, and the Metropolitan Washington Airports Authority.
CRUSA’s mission is to attract more overseas travelers, get them to stay longer and spend more money. CRUSA and Brand USA want those visitors to experience the historic monuments and inspiring museums, the majestic Blue Ridge Mountains, quaint towns and lively cities, spectacular beaches, and the world-famous and delectable Chesapeake Bay blue crabs, oysters, wine, beer, and other culinary treasures.
With Brand USA as a premier sponsor and CRUSA as a host city partner, the two organizations showcased the nation’s capital at the U.S. Travel Association’s 49th Annual International Pow Wow (IPW) in Washington, D.C., on June 3-7. Over 6,400 delegates from 75 countries attended the event, including over 1,300 international and domestic travel buyers and 530 journalists from the U.S. and abroad. The five-day event led to a record 112,000 pre-scheduled meetings between buyers and U.S. travel suppliers including destinations, hotels and attractions. The closing event highlighted a favorite American pastime – baseball at Nationals Park. In addition, nine pre- and post-fam tours were held, showcasing the region for media and tour operators.
CRUSA has also combined efforts with Brand USA to promote the region through the Brand USA’s streamlined and cost-effective consumer programs, including an inspiration guide, VisitTheUSA web content, online marketing campaigns, e-newsletter blasts, social media blogs, digital banners, inspiration guides, radio broadcasts, and travel trade industry destination seminars.
For example, CRUSA participated in Brand USA’s Great Outdoors initiative, which included six dedicated content pages, three fast-action videos, homepage and social promotions and traffic generation. CRUSA also participated in Brand USA’s culinary initiative, including two pages on the culinary hub on VisitTheUSA.com, and will be launching new content this year under Brand USA’s Road Trips Video Program.
CRUSA’s marketing activities with Brand USA have occurred through print, digital and social channels with a focus on the United Kingdom, China, Germany, and France.