Brand USA Newsletter - July 2019

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Letter From the President & CEO

Christopher L. Thompson, Brand USA President & CEO headshot

The summer months are upon us – a peak time for holiday travel. The USA welcomes approximately 52 percent of the world’s travelers from June through August. Knowing that, we continue to leverage our portfolio of storytelling campaigns to invite them to enjoy the diversity of virtually limitless destinations and experiences the United States offers.


People walking the tradeshow floor

USA Participation at Arabian Travel Market Continues to Grow

ATM 2019 saw the Brand USA Pavilion continue to grow as more U.S. companies flock to this influential show for the Middle East. Nearly 28,000 buyers and trade visitors met with more than 2,800 exhibitors during the three-day show, making ATM 2019 one of the largest editions to date. Enzo Peretta

St. Louis, Missouri Arch

Brand USA Will Show You in the "Show-Me" State

Brand USA invites you to join top industry leaders at five Brand USA-executive led sessions at the Destinations International 2019 Annual Convention , July 23-25 in St. Louis, MO. Learn more about how to effectively market to an international audience, storytelling on digital platforms, navigating

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Brand USA’s marketing efforts drive wide array of economic results

During a press conference this week at IPW 2019, Brand USA, the destination marketing organization for the United States, discussed highlights from its Fiscal Year 2018 (FY2018) Annual Report, which outlines the organization’s progress, activities, financial condition, and accomplishments in compliance with the Travel Promotion Act. Brand USA’s mission is to increase incremental visitation, spend, and market share to fuel the nation’s economy and enhance the image of the United States worldwide. Brand USA’s FY2018 marketing initiatives helped to welcome 1.13 million incremental visitors to the USA. Those visitors spent a record $4.1 billion, generated a record $8.9 billion toward the U.S. economy, and supported more than 52,000 incremental U.S. jobs, according to a study by Oxford Economics.

Brand USA announces its third film for IMAX® and giant-screen theaters: “Into America’s Wild”

Brand USA announces its third film for IMAX® and giant-screen theaters: “Into America’s Wild”

Viewers journey alongside two inspiring U.S. trailblazers exploring the country’s great outdoors. Today, Brand USA, the destination-marketing organization for the United States, announced its third film for release in IMAX® and giant screen theaters in collaboration with MacGillivray Freeman Films—“Into America’s Wild” (working title)—at IPW. Scheduled to premiere in Washington, DC in February 2020, the film will follow trailblazers John Herrington, the first Native American astronaut, and Alaskan pilot Ariel Tweto, on a cross-country journey of the USA’s great outdoors.

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Brand USA Tennessee Partner Tracks Kids' Fun Through Their Laughter

“Penguins look like rich people.” “The turtle looked like a monster to the other fish.” “My favorite part was the peacocks. They were showing their feathers off!” Those are the words of children describing a fun time in Tennessee. Children know how to have fun, how to laugh and what makes them laugh

Global Offices Updates

How Does Your Brand USA advertisement

Music-themed Campaign Inspires Kiwis to Book U.S. Travel Plans

Partner Programs launched an 8-week program with NZME that ran February-April in New Zealand and featured an exclusive CTA partner House of Travel to enable booking. The ‘How Does Your USA Sound?’ consumer campaign connected with potential travelers across multiple media, including a bespoke

The Brand USA team was introducing "American’s Musical Journey"

Brand USA highlights in Singapore, Taiwan & Hong Kong

Singapore: "American’s Musical Journey" Premieres Brand USA’s giant-screen film – “America’s Musical Journey” – premiered at the Singapore Omni-Theatre at a Science Center, located near the city center. The movie – which showcases the musical treasures of the United States past and present – was

Japan team in Alaska

Activities in Japan

Training Seminars Draw 89 Japanese Agents Brand USA Japan – working with the Japan Association of Travel Agents (JATA) and the Visit USA Committee Japan – organized training seminars for agents in Nagoya, May 16, and in Osaka, May 17. The Nagoya seminar, held at The Strings Hotel Nagoya , drew 39

Market & Consumer Campaigns


In July, 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.

In The News

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.