The US Corporation for Travel Promotion has officially unveiled its new brand message at World Travel Market 2011.
The Brand USA imagery, on display in the US area of the show, will form the cornerstone of a global marketing campaign due to launch in March.
To tie in with the launch, the Corporation for Travel Promotion will now also operate as Brand USA Inc, ensuring its brand and corporate messages are aligned.
Chief executive Jim Evans said: “We are excited and proud to introduce America’s first-ever global consumer brand dedicated to welcoming international travellers to the United States.
“This is a historic moment. We look forward to partnering with the entire travel industry, and beyond, as we aspire to recapture the world’s imagination with the limitless possibilities of the USA.”
The Corporation for Travel Promotion was established by the Travel Promotion Act, which was passed in March 2010.
It is a non-profit organisation tasked with increasing inbound travel to the US, and is a public-private partnership partially funded by Esta charges paid by travellers from visa waiver countries.
Its annual budget is expected to be up to $200 million, but it has yet to reveal in which source markets it intends to focus its marketing activities.
Board members include chairman Stephen Cloobeck, of Diamond Resorts, and vice-chairs Caroline Beteta, of Visit California, and George Fertitta, of NYC & Company.
Brand USA was unveiled to key trade partners at a breakfast event at the British Association of Film and Television Arts in Piccadilly on the o
pening morning of WTM.
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