US vows: "We'll take back market share"

US vows: "We'll take back market share"
By admin


US tourism officials have warned competitors – Australia among them – that it intends to take back market share of international tourists as the country unveiled its first ever marketing campaign in Los Angeles yesterday.
Under the slogan Discover this land, like never before, Brand USA, the body created in 2010 to spearhead America’s tourism recovery, will attempt to re-engage with international travellers.
The central plank of the multi-media crusade, launched at US trade show Pow Wow, features a song written and performed by Rosanne Cash, daughter of music legend Johnny Cash.
A series of 60, 20 and 15 second television ads will be joined by extensive online, print and social media campaigns. The DiscoverAmerica website has also been relaunched.
It will launch on May 1 in the UK, Japan and Canada with an initial budget of $12.3 million for the first three months. A second wave of the campaign, which could start as early as June, will feature Brazil, South Korea and possibly Australia, Brand USA chief marketing officer Chris Perkins told Travel Today in LA.
“Australia will be included sometime in phase two. It is a highly valuable market,” he said. “That phase could start in June but that has not yet been confirmed.”
Brand USA chairman Stephen J Cloobeck admitted to gathered media that the US has suffered from declining market share.
“We will gain market share back,” he pledged. “The last decade was the decade of lost tourism for international visitation but not any more.
“Every other country should take note of what we are doing because we will set the new gold standard of marketing international tourism throughout the world.
“We will increase market share and with that comes an increase in GDP and jobs.”
He added that while other countries have prioritised travel, the US had failed to do so.
“In the 236 years since the United States of America was founded, this country has never had a nationally coordinated effort dedicated to inviting travellers to come and visit us,” he said. “That changes today.”
The campaign will focus on the diversity of the US and steer clear from the traditional images.
Asked why the campaign did not use the US flag waving red, white and blue colours in the creative, Perkins said: “We want people to see this land like never before. If you start with everything they know, or think they know, you lose them.”
Research conducted in key source markets, including Australia, revealed a consumer who “conclusively thinks they know America, that they understand it”.

“But when we dug into what they’re understanding was, they kind of don’t,” Perkins said. “so we have an obligation to show America as if never before and that’s what we’ll be doing."

To watch the new Brand USA adverts visit www.youtube.com/DiscoverAmerica

Email the Travel Weekly team at traveldesk@travelweekly.com.au

Latest News

  • Destinations
  • News

APT Launches 2025 Asia Adventures

APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]

  • Cruise
  • Luxury
  • News

Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit

Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]

  • Luxury

Malolo Island Resort opens brand new Spa

Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]