Brand USA is a partnership between the United States government and the American travel industry – and they are seeking a global advertising, marketing and public relations company to help attract more tourists to America. Sounds like a fascinating assignment for the right agency.
The recently issued request for proposal notes that, “While the United States welcomed 60 million visitors in 2010, its share of the international travel market has decreased significantly over the past decade. The U.S. share of long haul international travel fell from 17.2 percent in 2000 to 12.4% percent in 2010. Brand USA, the U.S.’s National Tourism Marketing Organization will reinvigorate the nation’s image and recapture its share of the market.”
The selected agency will have the ability – with $1 to $3 Million in fees to handle an international advertising and marketing campaign, full scale public relations and digital media outreach, trade shows, and more. Making the decision will be the 11-member Board of Directors of the organization, who represent different sectors of the American travel business including airlines, hotels, restaurants and cruise lines. Clearly, this RFP if successful will help attract millions of dollars and more to the United States.
The campaign will focus on “..the idea of using the universal language of music as a cornerstone of the campaign. We felt that music would have the power to accomplish emotionally what words alone couldn’t. We reached out to Grammy Award winner, Rosanne Cash, daughter of American music icon Johnny Cash, to turn our insights into an original song that would invite the world to come experience America. While the song is distinctly “Americana” in tone, the welcome becomes universal as musicians from around the world unite with Rosanne in song. The song was married to visuals that show our greatest-hit landmarks (for new travelers), with off-the-beaten-path locales and experiences (for those who were overly familiar).”
Brand USA claims last year to have attracted 903,400 incremental visitors to America, and that those travelers spent $3.1 billion on travel with U.S. carriers, producing $7.1 billion total sales.
The selected agency will have to succeed in Australia, Brazil, Canada, Chile, Colombia, China, France, Germany, India, South Korea, Mexico, the Scandinavian Region, Japan and the United Kingdom. Happy hunting!
The RFP may be reviewed here in full.