Partners, Brand USA Serve Up Events Smorgasbord to Whet Appetite of Travelers from UK and Ireland
A variety of industry partners aligned with Brand USA to highlight the diverse appeal of the United States as a premier tourism destination for international travelers from the United Kingdom and Ireland. Here are the events they engaged in:
RHS Hampton Court Palace Flower Show (London) – “Great Gardens of the USA” featured one garden representing Charleston, South Carolina, and a second one representing the state of Oregon. The Charleston and South Carolina Garden won the Silver-Gilt Award in the World Gardens category. And, The Oregon Garden was the category’s Bronze Award winner.
The exposition, the world’s largest flower show, attracted thousands of visitors during its July 2-7 run. Brand USA hosted a preview of the gardens, July 2, for the travel trade and media. Karyn Gruenberg, Brand USA’s senior vice-president, Partner Marketing and Strategic Alliances, welcomed more than 80 guests.
Brand USA partnered with the South Carolina Office of Tourism, the Charleston Area Convention and Visitors Bureau, and Travel Oregon. Sadie May Stowell, a prominent garden designer and landscape architect, designed the award-winning gardens, which received coverage by the BBC, Daily Express and Yahoo! UK.
USA Summer Soiree (Dublin) – Melanie Latham, Brand USA’s strategic director for the UK and Ireland, hosted guests at The Shelbourne Dublin, an upscale hotel that’s an iconic landmark in downtown Dublin. She provided regional marketing updates and presented a preview of Brand USA’s giant-screen documentary, “America’s Musical Journey,” which was released earlier this year. The film traces the roots of American music. Representatives of the Visit USA Committee Ireland and the U.S. embassy in Dublin, including Acting U.S. Ambassador Reece Smyth, also attended the event.
Visit USA Independence Ball (London) – This networking event celebrated the summer season and travel in the USA. Brand USA’s Chris Ellis, senior director, Global Trade Development, and Jennifer Ross, director, Global Marketing Programs, hosted key strategic partners, including the U.S. embassy in London; American Airlines, Thomas Cook, The (London) Times, National Geographic Traveler; and the London Evening Standard.
Royal Mid-Surrey Golf Club (London) – Brand USA, along with American Airlines and British Airways, sponsored their sixth annual golf tournament at this storied golf venue. The 80 guests who attended enjoyed a day of golf and networking with industry colleagues, while learning about Brand USA marketing programs. A golf clinic allowed newcomers to the sport to participate.
“Sights and Sounds of Tennessee” (London) – The Tennessee Department of Tourist Development – in tandem with three of the state’s DMOs: the Nashville Convention and Visitors Corp., Memphis Convention and Visitors Bureau, and Knoxville Convention and Visitors Bureau – joined Brand USA in a comprehensive effort to introduce Tennessee to British travelers as the ultimate destination for music lovers
Rail commuters passing through London’s Waterloo Station saw singer-songwriter Gill Landry in performance. Landry, whose music has sometimes been labeled as folk, sometimes as the blues, is based in Nashville. He was the featured act at the kick-off a two-week event, which led into a month-long promotional campaign. The campaign used out-of-home advertising across London and Spotify playlists that highlighted Tennessee music genres. Tennessee’s state tourism agency was introducing the British to its ongoing brand campaign: “The Soundtrack of America. Made in Tennessee.”
At the Waterloo exhibit, visitors walked across a giant map of Tennessee while using headphones to listen to different strains of the state’s signature music. They also used their cellphones to access 360-degree videos depicting the Great Smoky Mountains, and popular music venues across the state. Complimentary sips of Jack Daniel’s were available, too.
Tennessee’s promotional efforts in the UK are leveraging the impact of a recent move by British Airways to add nonstop service from London to Nashville, five days a week.