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The United States Introduces ‘Brand USA’ to Welcome World Visitors
The organization responsible for marketing the United States to world visitors unveiled ‘Brand USA,’ America’s first-ever global consumer brand. Formerly known as the Corporation for Travel Promotion, but now doing business as Brand USA Inc., the group introduced its global brand positioning and strategy before an international audience of travel professionals and destinations in London. The creation of America’s new global brand is the first critical step in the development of the nation’s first unified marketing effort. Brand USA Inc. will launch their first official advertising and marketing campaign in the spring of 2012 to invite world guests to visit America for leisure, business and scholarly purposes.During a brand launch event at London’s British Academy of Film and Television Arts (BAFTA) on November 7 and a subsequent press conference at ExCeL London, spokespeople revealed details about the brand and how it was established. Although initially incorporated as the Corporation for Travel Promotion, the organization will now be doing business as Brand USA Inc. in an effort to more clearly align brand strategy and corporate messaging.
Photo: Brand USA logo
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The Brand Union agency worked in tandem with the United State’s Corporation for Travel Promotion, newly named Brand USA Inc., to create a new brand identity, name and logo. It features a collection of dots joining together to compose the letters USA. The dots will serve as a vessel through which Brand USA can showcase diverse colors and images of people and destinations across America, emphasizing the boundless possibilities of the United States. It will not adhere to a single color scheme. The logo also displays the URL DiscoverAmerica.com, Brand USA’s official consumer web site.
“The United States is a nation of opportunity—created more by the people that inhabit it than the physical country itself—and we wanted our brand to reflect this dynamic,” said Chris Perkins, Chief Marketing Officer of Brand USA Inc. “The Brand Union created a design and identity that embodies the optimism and energy of the United States, and also reflects the fact that there is no single identifier of the country—every visitor creates his or her own United States.”
Photo: A snapshot from the DiscoverAmerica.com website
Working with JWT, who will be launching a full advertising campaign in March of 2012, The Brand Union was challenged to create a new name and visual identity that would inspire foreign consumers to come visit the United States, ultimately helping to drive job creation and economic growth.
“In designing the identity we wanted to find a logo that was both aspirational and true to the heart of the country; the use of a percolating image encapsulates the energy and optimism that draws people to the United States,” added Wally Krantz, who led the brand identity initiative for The Brand Union New York. According to Brand USA, the logo was created to be “fresh, welcoming and inclusive.” It aspires to remind the world that “the United Statesof Awesome Possibilities welcomes everyone.”
Photo: A snapshot from the DiscoverAmerica.com website
The United States’ first-ever nationally coordinated tourism marketing program was created by the Travel Promotion Act, federal legislation passed in March 2010. A public-private partnership between the travel industry and the U.S. government, the Corporation for Travel Promotion—now Brand USA Inc.— was charged with increasing international visitation to the United States through marketing and promotional efforts to drive job creation and economic growth. The organization is led by private industry with oversight from the Department of Commerce and U.S. Congress. The program is funded through a combination of private sector investment and funds collected by the Department of Homeland Security from international visitors who visitthe United States under the Visa Waiver Program. No U.S. taxpayer dollars are used to fund the program. Brand USA’s headquarters are located in Washington, DC.
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