Brand USA's Tom Garzilli presented during the opening keynote at the 2019 Pure Michigan Governor's Conference On Tourism.
Thomas “Tom” Garzilli is the Chief Marketing Officer for Brand USA, the nation’s public-private partnership dedicated to increasing international visitation to the United States through marketing and promotional efforts. In this role, Tom is responsible for leading the development of Brand USA’s strategic marketing plan, which is designed to increase incremental international visitation to the United States and drive tourism dollars to communities in all 50 states, the District of Columbia, and the five territories. In addition, Tom leads all efforts to ensure Brand USA achieves year-over-year revenue targets by providing world-class service and value to Brand USA partners.
Tom joined Brand USA in March 2013—serving as Senior Vice President, Global Partner Marketing until October 2015, and subsequently Senior Vice President, Global Sponsorships from October 2015 until his promotion to Chief Marketing Officer in June 2016. In these positions and under his leadership, Brand USA raised more than $350 million in contributions from over 500 partners, and developed a number of successful and award winning partner programs. These include “The USA through Film” with The BBC, multiple television shows with The Travel Channel and Food Network, and integrated partnerships with National Geographic and other global brands.
Most notably, Tom has been an integral part of the leadership team driving Brand USA’s storytelling, content-driven platforms, as well as an increased focus on digital marketing. In addition, he was the impetus for a variety of high-profile marketing efforts—the most notable to date which has been the giant-screen film “National Parks Adventure,” which celebrates the centennial of the U.S. National Park Service and is currently playing in more than 100 theaters worldwide.
Prior to joining Brand USA, Tom was managing partner of Custom Marketing Group (CMG), an award-winning destination, marketing, and custom publishing company he co-founded in 1992. Under his leadership, CMG developed hundreds of successful integrated/cooperative marketing programs for leading destination marketing organizations (DMOs) and convention and visitors bureaus (CVBs). CMG developed and implemented a number of “first to market” solutions for destination marketers. These programs raised in excess of $250 million in partnership funding for leading destinations in the United States, Canada, Mexico, Europe, and Asia.
A veteran of 35 years in the travel industry, Tom has dedicated his life to destination marketing and is one of the most well respected members of the travel industry. He has an entrepreneurial spirit and partner-focused approach to marketing destinations. He first worked in his family's wholesale travel business, Flyfaire Vacations based in New York, from 1978 to 1989. He subsequently joined senior management with American Express, serving as vice president of marketing for the wholesale travel division from 1989 to 1992.
Tom earned his BBA in marketing from Pace University, Lubin School of Business. He and his wife, Natalie, have three children—Tom, Cristina, and Annalee.
Thomas Garzilli presented marketing insights during the Welcome and Orientation.
“Reimagining Storytelling – the USA’s destination marketing organization” presented by Brand USA’s Chief Marketing Officer,...
Brand USA led discussions at the Destinations International 2018 Annual Convention.
ABOUT BRAND USA
Brand USA, the destination marketing organization for the United States, was established by the Travel Promotion Act as the nation's first public-private partnership to promote the United States as a premier travel destination and to communicate U.S. travel policies and procedures to worldwide travelers. The organization’s mission is to increase international visitation to the USA in order to fuel the U.S. economy and enhance the image of the United States worldwide. Formed as the Corporation for Travel Promotion in 2010, the public-private entity began operations in May 2011 and does business as Brand USA. According to studies by Oxford Economics, over the past six years, Brand USA's marketing initiatives have helped welcome 6.6 million incremental visitors to the USA, benefiting the U.S. economy with more than $21.8 billion in total economic impact and supporting, on average, nearly 52,000 incremental U.S. jobs a year.
For industry or partner information about Brand USA, visit TheBrandUSA.com. To discover more about the USA and the boundless diversity of American travel experiences and authentic, rich culture, please visit Brand USA’s consumer website VisitTheUSA.com and follow Visit The USA on Facebook, Twitter, and Instagram.
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