Brand USA Seeks Experiential Marketing Agency
Brand USA is a public-private not for profit organization created by the Travel Promotion Act of 2009. The mission of Brand USA is to generate increased international visitation to the United States and to grow its share of the global travel market. Brand USA will accomplish this via marketing campaigns and programs and partnerships with the travel industry. The incremental increase in international visitation will generate billions of dollars of revenue, which will in turn create new American jobs.
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.
Brand USA delivers a dynamic marketing program that includes, but is not limited to, a global advertising campaign, earned media and public relations strategies, a robust social media outreach plan, promotional and incentive campaigns, trade shows and sales missions, and educational campaigns about U.S. entry policies. Brand USA carefully selected its marketing tools and target audience after vigorous analysis of existing and original market research.
Scope of Work:
The agency will be responsible for providing full service support as it relates to event strategy, execution, amplification/promotion, sponsorship development opportunity and measurement.
This may include
- Research and insights
- Planning, strategy and concept development
- Event/Activation management and execution
o Venue management
o Production and logistics (including staffing and IT)
o Design and décor
o Food and Beverage
o Compliance, licensing, permitting etc.
o Shipping & storage
o Multi-platform execution, integration and coordination with other Brand USA agencies.
o Local marketing
Brand USA Headquarters
C/O RFP Administrator
1725 Eye Street NW, Suite 800
Washington, D.C. 20006
Candidates for this high profile government assignment could include APCO Worldwide or Burson Marsteller.