By Paul Talbot
I write about marketing strategy.
At Brand USA, a public-private partnership with the mission of “marketing the United States as a desirable destination for international tourists, conferences and business,” the ongoing pandemic has obviously been disruptive.
How Brand USA Markets America To Foreign Visitors
I recently asked Brand USA CMO Tom Garzilli to fill us in.
Paul Talbot: Tell us about the process Brand USA uses to determine which countries and regions are the best to target.
Tom Garzilli: At Brand USA, our mission is to grow international arrivals and spending, so we focus on the markets, target populations and media channels that allow us to optimize performance toward that end.
We concentrate marketing efforts in the right markets, those with the strongest indicators of growth, at the right time, when travelers are most motivated to plan and activate travel. We also have an always-on approach to social, inspiring wanderlust and allowing us to show the breadth of travel opportunities available across the United States.
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International Travel, Business, and Marketing Expert Lassi Pensikkala