Brand USA Newsletter - April 2019

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Letter From the President & CEO

Christopher L. Thompson, Brand USA President & CEO headshot

Spring has definitely arrived in Washington, DC. The cherry blossoms are in full bloom and as we see the multitude of tourists along the tidal basin we are reminded again of the importance of what we do as the destination marketing organization for the USA. We reported on our efforts last month at our regularly scheduled Governance & Nominating CommitteeMarketing Committee, and Board of Directors meetings.


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9th Anniversary of the Travel Promotion Act

On March 4, 2019 we celebrated the ninth anniversary of the signing of the Travel Promotion Act. Nine years ago, a broad, bipartisan coalition of travel industry advocates and legislators marked the signing of legislation to create the nation’s first public-private partnership tasked with

Boat with #UnitedStories color pattern painted on it

New Road Campaign Starts in South Dakota, Shifts to Puerto Rico

Brand USA’s United Stories – an always-on, storytelling campaign designed to highlight local and authentic travel experiences throughout the United States to travelers from around the world – had its launch in January with a three-day trek across South Dakota. The campaign, a collaboration between

Close of up a hand playing the guitar

Brand USA Expands Creative Music Campaign to Showcase Endless Destination Experiences to Visitors Worldwide

Brand USA announces the expansion of "Hear The Music, Experience The USA," an integrated marketing campaign that uses the power of American music to promote U.S. destinations to international travelers. Building on the success of the initial 2018 campaign, Brand USA has worked with 10 incredibly talented artists whose hometown musical heritage has influenced their interpretation of two iconic American songs: “What I Like About You” by The Romantics and “Boogie Shoes” by KC and the Sunshine Band. Hear The Music captures the universal appeal of American music by forging authentic and compelling connections, which transcend boundaries, borders, and cultures

On a boat ride in Florida!

Brand USA Unveils Itineraries for its First Ever Brazil MegaFam

Brand USA in partnership with Copa Airlines, today announces details of the five itineraries for its first Brazil MegaFam. Taking place from March 13 – 22, 2019, the multi-destination familiarization trip will host 60 travel agents and five tour operators from all regions of Brazil with the objective to develop new products and increase expertise when selling U.S. destinations to Brazilian travellers.

Global Offices Updates

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France, Belgium, & Luxembourg Office Update

From Paris with Love On February 7, Brand USA brought together a dozen tourism professionals for a VIP lunch to discuss the market’s specificities and also present Brand USA Travel Week, a major event for European buyers, to be held in London, United Kingdom from September 9 - 13. Post-event, there

Brand USA team standing together at the Brand USA tradeshow booth

Germany, Austria, Switzerland & Netherlands Office Update

Brand USA Pavilion Highlights U.S. Travel at Prominent Trade Show in Germany Sixty-nine Brand USA partners joined the Brand USA Pavilion as exhibitors at this year’s edition of ITB Berlin, March 6-10. A total of 184 exhibitors and co-exhibitors were at the pavilion with Brand USA representatives to

Group posed together at film screening

Spain Office Update

More than 100 travel-trade and media professionals attended a screening of “America’s Musical Journey, Jan 22 in Madrid at the Cineteca Matadero. (The Matadero is an arts and entertainment district that occupies the site of a former slaughterhouse and livestock market). Brand USA, the Visit USA Spain Committee and the U.S. Embassy in Spain arranged the event, which was held a day before the opening of the 39th annual International Tourism Trade Fair in Madrid. Attendees at the screening also convened for cocktails and a networking session. “America’s Musical Journey,” released in 2018, traces the development of signature American styles of music as they relate to iconic locations across the United States. It’s the second, giant-screen documentary that Brand USA has produced in partnership with independent filmmaker MacGillivray Freeman.

"America's Musical Journey" movie poster next to candy dispensers

United Kingdom & Ireland Office Update

Brand USA, Odeon Host Free “America’s Musical Journey” Screenings for UK Consumers Audiences across the United Kingdom have recently come to five free, public screenings of “America’s Musical Journey,” courtesy of Brand USA and Odeon. (Odeon is part of Europe’s largest cinema operator). “America’s

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China Office Update

Brand USA’s 2019 China Sales Mission Deemed a Huge Success Nearly 30 U.S. partners joined Brand USA for its 2019 China Sales Mission which brought them together with the Chinese travel trade and media. The mission – held March 17-22 in Shanghai, Guangzhou and Chengdu – included U.S. partners from

Woman speaking into microphone at VisitUSA workshop

Japan Office Update

‘Discover America Seminars,’ Travel Mart Showcase USA at Japan Events Brand USA, with the assistance of the Japan Association of Travel Agents, hosted a series of three seminars, Feb. 18-20, designed to familiarize more than 70 Japanese travel agents with U.S. travel opportunities. The “Deeply

Travel + Leisure magazine cover with people playing musical instraments

Mexico Office Update

T+L Mexico Spotlights Musical Roots of Cities in U.S. South An October 2018 Brand USA FAM trip for several Mexican journalists to three cities in the southern United States led to a cover story in the February 2019 issue of Travel + Leisure magazine (the Mexican edition). The magazine’s eight-page

Market & Consumer Campaigns


April through June Brand USA has consumer campaigns running in Australia, Brazil, Canada, Chile, China, Colombia, France, Germany, India, Japan, Mexico, South Korea, Sweden, and the United Kingdom. 

AustraliaBrazilCanadaChileChinaColombiaFranceGermanyIndiaJapanMexicoKoreaSwedenUnited Kingdom

View the campaigns currently running in-market here.

Federal resources

Industry Careers

Gold ADDY - United States of Sport: The South; Online/Interactive Social Media, Social Execution

Gold ADDY - Hear The Music; Film, Video and Sound Branded Content and Entertainment Campaign

Silver ADDY - America’s Musical Journey;  Film, Video and Sound Branded Content and Entertainment – Non- Broadcast

Silver ADDY - America’s Musical Journey;  Elements of Advertising Film and Video - Cinematography – Single

Silver ADDY - United States of Sport: The South;  Film, Video and Sound Webisode

Silver ADDY - Hear The Music; Film, Video and Sound Internet Commercial Campaign

Silver ADDY - America’s Musical Journey; Film, Video and Sound Movie Trailer

2019 Drum Marketing Award in Travel & Leisure for Sound Travels

RFI / RFP Opportunities
Brand USA provides open competition in awarding contracts to support our operations and marketing efforts. If you have the passion to promote the United States as a diverse travel destination, please click here for available opportunities.
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Brand USA looks for talented, creative, and driven people who want to make a difference on behalf of our nation.