Tracy Lanza spoke on the "Innovations in Hospitality and Tourism" forum.
Tracy is Vice President, Integrated Marketing for Brand USA, the public-private partnership responsible for launching the United States' first ever nationally coordinated tourism marketing effort. In this role, Tracy directs the development and implementation of the strategic marketing plan and supporting programs designed to advance the mission of Brand USA. These programs include traditional, digital, and social media initiatives.
Tracy joined Brand USA in March 2016 and is no stranger to our team, having worked and collaborated with us since 2012 as the Vice President, Global Account Director on behalf of J. Walter Thompson and Geometry Global (Part of the WPP portfolio of agencies). In this role, Tracy was responsible for managing a team of 40 colleagues located in ten offices around the world. Her responsibilities included omni-channel media planning and creative campaign execution with a significant focus on digital channels. She led the development of an online activation strategy and a device-agnostic media solution designed to increase consumer engagement on Brand USA's website. She created and executed the Great American Road Trip campaign, which has been seen by almost 3 billion viewers around the globe.
Tracy brings to Brand USA insight gained over the course of more than 20 years in the advertising and marketing industry including the past 11 years with a wide variety of WPP portfolio holdings including Ogilvy & Mather, Young & Rubicam, Mediacom and the aforementioned J. Walter Thompson as well as several agencies affiliated with the Omnicom Group. In Tracy’s experienced marketing career she has developed some of this country’s most well-loved and award-winning campaigns including, among others, Ray Charles & the Uh Huh Girls (Diet Pepsi) and Plan A Family Game Night (Hasbro).
Her industry recognition includes Pro & Globe Awards, Ex Awards, Halo Awards, Reggie Awards, Addy Awards and Clios. Indicative of her recognized leadership, she has also chaired the Judging Panel for the U.S. Travel Association’s annual ESTO awards recognizing top destination marketing campaigns since 2013. Tracy holds a Bachelor of Fine Arts from New York University’s Tisch School of the Arts.
Tracy will be relocating to the DC Area with her husband, Matthew. They have four children: Moss, Katherine, Noah and Elizabeth. She is interested in travel, theater and literature, enjoys knitting, and completing The New York Times Crossword puzzle every morning.
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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 five years Brand USA's marketing initiatives have helped welcome 5.4 million incremental visitors to the USA, benefiting the U.S. economy with more than $38 billion in total economic impact and supporting, on average, more than 51,000 incremental 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.
BRAND USA | 1725 EYE STREET NW, EIGHTH FLOOR | WASHINGTON, DC 20006 | 202.536.2060