Brand USA Newsletter – June 2016

Brand USA is planning to make several key announcements on marketing initiatives aimed at attracting international travelers to visit the U.S. during IPW in New Orleans later this month.

As a premier partner with the U.S. Travel Association, Brand USA will be holding a full roster of meetings and events at IPW, the travel industry’s leading international marketplace and the largest generator of travel to the U.S.

The event, set for June 18-22, at the New Orleans Ernest N. Morial Convention Center in New Orleans, will draw more than 6,000 travel professionals, 1,000 U.S. travel organizations, 1,300 international and domestic buyers from more than 70 countries who will engage in more than 95,000 pre-schedule business appointments that are expected to generate more than $4.7 billion in future Visit USA travel. Nearly 500 travel journalists from around the world are expected to attend.

Brand USA will hold valuable education sessions on international markets, including China, Europe, India, and Mexico, on Sunday, June 19 to help delegates maximize opportunities based on consumer trends. Brand USA will offer its proprietary research about current trends, challenges, and growth opportunities.

On Monday, June 20, Brand USA will hold an 8:00 a.m. press conference attended by partners, staff, and media attending IPW during which the nation’s leading destination marketing organization representatives will announce exciting current and upcoming initiatives and programs. After the press conference, Brand USA will host an IPW luncheon.

Here are some of the exciting sessions that Brand USA will be offering between Tuesday, June 21 and Wednesday, June 22, in its booth #1155 conference room:

• Brand USA Consumer Content Strategy: This session will focus on Brand USA’s 2017 international consumer content strategy, including content campaigns, themes, new consumer websites, visuals and how partners can get involved. (Tuesday, June 21, 11:30 a.m.-11:50 a.m and Wednesday, June 22 11:25 a.m.- 11:45 a.m.
• Retail: Learn about new marketing opportunities to support retail industry partners in China and other markets where shopping is a primary motivator. Brand USA is bringing together marketing channels and partners to offer programs suitable for a broad range of retailers and destinations that want to promote their unique shopping experiences. (Tuesday – 2:10 p.m. – 2:30 p.m.; Wednesday, 9:20 a.m. – 9:40 a.m.)
• China Digital Opportunities: Learn about the fastest growing market of visitors to the U.S. with Brand USA’s Chinese-language sites – GoUSA.cn and GoUSA.tw. Responsively designed and built by a Chinese agency specifically for Chinese audiences, these websites offer turn-key opportunities for your destination or brand to break into this emerging market. (Tuesday – 2:35 p.m. – 2:55 p.m.; Wednesday, 9:45 a.m. – 10:05 a.m.)
• National Geographic Digital Co-op:
• Thomas Cook: Thomas Cook and Brand USA are launching a new multi-channel marketing technology platform, USA Everywhere, housing all of the data from their previous partnerships, as well as the data on millions of Thomas Cook customers who are likely to book travel to the U.S. The platform will enable Brand USA partners to reach millions of consumers across 16 European markets who are “live” in the market for a vacation, putting your destination content and advertising in front of those potential customers across the web, on Thomas Cook’s e-commerce sites, in-store and in front of travel agents themselves. (Tuesday, 3:50 p.m. – 4 p.m.; Wednesday, 10:10 a.m. -10:30 a.m.).
• Digital Opportunities: New Brand USA Consumer Website: Brand USA currently is enhancing its global website platforms with a new creative and strategic approach, set to launch in fall 2016. Visit The USA and Go USA in-language sites are designed to inspire international visitors and travel influencers to choose U.S. travel destinations, travel providers and experiences. From sponsoring content on City or State Pages, to sharing the best of a destination through Experience Pages, this opportunity helps international travelers learn more about a destination, travel brand or organization. (Tuesday, 4:10 p.m. – 4:30 p.m.)
• STA Travel: Brand USA and STA Travel are all about bringing the USA to life for Gen C (Generation Connected). At the core of this campaign is creativity, collaboration, content and, absolutely essential, connection. The partnership includes a global media campaign consisting of digital media, point-of-sale marketing, and in-market events centered around a short film created by an aspiring filmmaker about your destination. (Wednesday, 10:35 a.m. – 10:55 a.m.)

Make sure you sign up as soon as possible because space is limited. To RSVP, please contact us at Brand USA IPW so we can confirm your spot. Please let us know the name of the session as well as the date and time you would like to attend.

A partner marketing pavilion will be available for marketing organizations to promote products and services to those in attendance. The pavilion will be located in the Brand USA Marketplace Hall, near the Brand USA booth.

Brand USA’s expansive marketing outreach has spanned the globe, inspiring people to experience all the diverse destinations and attractions that the United States has to offer. Working in partnership with the travel industry over the past three years, Brand USA’s marketing efforts have resulted in 3 million incremental visitors to the U.S., boosting the nation’s economy with over $21 billion in business sales; nearly $3 billion in federal, state and local taxes and supporting an average of 50,000 jobs per year.