‘Discover America’ First US National Campaign
Brand USA, the new tourism marketing entity responsible for promoting the United States to international visitors, recently unveiled USA’s first-ever comprehensive marketing campaign “Discover this land, like never before”.
This tourism marketing campaign is the first time that the U.S. has marketed itself as a tourist destination internationally.
Before creating the campaign, JWT the the organization’s agency of record, who co-created the campaign with Brand USA, set out to understand the existing perceptions of the U.S. around the world. It was discovered that people love: the freedom America makes them feel; think everything is larger than life in the U.S.; feel unity in the diversity; and see it is a land where anything is possible. These insights helped develop an informed approach to bringing Brand USA to life through the lens of foreign visitors.
Facebook, Twitter and YouTube pages will showcase country specific promotions and engagements and the newly re-launched website DiscoverAmerica.com will act as visitors’ information portal for trip planning.
Brand USA will also extend invitations to musical artists from around the world to come perform their music in their favorite U.S. cities and towns, profiling their trips and favorite things about the USA online and through social media.
Connecticut is ‘Still Revolutionary’
Connecticut recently unveiled its new branding campaign, entitled ‘Still Revolutionary’. The campaign is part of a two-year, $27 million dollar initiative to bolster tourism to the state.
As stated in the campaign’s announcement, “Still Revolutionary speaks to Connecticut’s deep roots in the founding of this country and reminds us that we still have that independent, revolutionary spirit”.
Throughout the lead-up to the launch of this new campaign, the Connecticut team engaged more than 1,500 residents, soliciting advice and feedback. DECD’s “What’s Your Connecticut Story?” project, which invites residents and visitors to share what they love most about living, working, and visiting Connecticut, also helped inform the state’s strategic direction for the campaign.
Through their brand exploration, research and stakeholder discussions, DECD discovered that the unique experience Connecticut provides both residents and visitors alike is one of inspiration, as DECD stated.
Atlantic City Repositioning
Atlantic City has also just launched the largest tourism marketing campaign in its history as part of a rebranding effort aiming to elevate the city’s image and rebuild leisure tourism.
The effort by Atlantic City Alliance (ACA), the newly-created, non-profit entity funded and operated by local casinos, will seek to move the area beyond a gaming center to a premier, year-round destination which encourages tourists to take advantage of its diverse offerings, complementing the Casino Reinvestment Development Authority’s (CRDA) ongoing work to reposition the image of Atlantic City and improve visitor experiences by appealing to the fun-seeking consumer ranging from singles to parents and mature travelers.
Advertisements are based on the diverse array of unique, often unexpected experiences at your fingertips in Atlantic City and remind audiences in New York, Philadelphia and Baltimore that just a short drive away is a place where the rules are different from everyday life. One point of distinction is that gaming is not featured in advertisements, which instead will showcase the City’s wide offerings for visitors, including world-class entertainment and fine dining, luxury accommodations, vibrant nightlife, and the famed beach and boardwalk.
Atlantic City Convention & Visitors Authority’s revamped website supplements the larger campaign and features enhanced trip planning tools to assist visitors in choosing among the wide variety of lodging, dining, shopping and entertainment options. The itinerary planning tools will enable the visitor to customize selections with personal preferences such as budgets and travel partners.