This video is one of the TV spots that aired in Canada, Japan, and the United Kingdom (from May through July 2012). It is part of a campaign created by Brand USA to promote the United States as one of the world's premier travel destinations.
By the end of 2013, Brand USA will have launched the consumer campaign in 11 international markets (Australia, Brazil, Canada, China, Germany, Hong Kong, Japan, Mexico, South Korea, the United Kingdom, and Taiwan).
In total, these markets generate 75% of inbound visitation and spend in the United States. Based on 2012 visitation and spend levels, every 1 percent increase in travel from these markets will generate 500,000 additional visitors and $1 billion in international visitor spend a year (OTTI data). The total impact of these visitation and spend levels can generate up to 14,000 jobs according to U.S. Travel.
Campaign components in addition to the TV advertising include print, out-of-home (such as billboards, transit signage, etc.). Digital/online components are in the native language of each market as the campaign rolls out to those markets.
In markets where we launched the campaign in 2012, we saw a significant increase in intent to travel to the United States (12% in Canada, 14% in Japan and the United Kingdom).
For more information about Brand USA, the public/private partnershp responsible for spearheading the United States' first nationally coordinated tourism marketing effort, please visit http://www.TheBrandUSA.com.