Brand USA Newsletter - July 2019

Agents and Press from France, Belgium, and Luxembourg Get New Looks at USA

William Mondello, Brand USA manager for France, Belgium and Luxembourg, led the representatives of five tour operators from his region on a tour of “off-the-beaten-path” destinations and attractions in Texas and Louisiana.

In Texas, the group went to Dallas, Fort Worth, Arlington, and The Woodlands. In Louisiana, they visited Lafayette and New Orleans.

Members of the group participated in the trip with a goal of developing new U.S. itineraries for their companies to offer. The actual itinerary that the group followed apparently resonated with the travelers, according to submitted feedback.

France fam trip selfie
France fam trip selfie at baseball park


Brand USA also arranged a press trip for representatives of four French-media outlets: “Madame Figaro,” “Paris Match,” “Grand Seigneur,” and “A Nous Paris.” The trip highlighted the cultural and artistic appeal of New Mexico and Texas.

France press trip


In Nantes, France, 14 travel agents attended a screening of “America’s Musical Journey” as part of a workshop with EurAm, a French-Belgian tour operator known for its creative packaging of customized getaways.

The event allowed the agents to become more familiar with the music-themed itineraries that Brand USA had developed with EurAm.

EurAm has invested in the presentation of monthly webinars for agents about U.S. travel opportunities. Webinars in April and May drew 70 agents for discussions of itineraries that span these U.S. cities: Chicago, Illinois; Detroit, Michigan; Cleveland, Ohio; Pittsburgh and Philadelphia, Pennsylvania); New York City, New York; and Boston, Massachusetts

France team at IPW 2019


In May, Brand USA launched a “business-to-business-to-consumer” campaign with Voyage Privé, a luxury online travel agency, to showcase music-themed itineraries that go to, through and beyond U.S. gateway destinations.

An array of flash sales targeted consumers who are last-minute bookers. The sales featured cities in the Northeast, Southeast, and Southern United States.

Voyage Prive advertisement