Brand USA Wants to Rebrand America Again
Photo Credit: A screen shot of Brand USA's Korea website. Brand USA
Skift Take
Brand USA expects to spend about $140 million marketing the U.S. abroad this fiscal year, but it's still hard to deduce the tangible impact its programs have on stimulating demand for American vacations.
As Brand USA's budget has swelled in recent years, it has launched a variety of marketing campaigns aimed to attracting foreign visitors to the U.S.
In the group's latest board meeting, its leaders detailed a re-positioning in international advertising with America as a land of reinvention.
They also addressed the importance of China to Brand USA's goal of attracting 100 million annual international visitors by 2021.
Here are four takeaways from Brand USA's quarterly board meeting:
'America Is Artificial'
Brand USA is looking to launch new international brand campaigns that turn America's weaknesses into positives.
They've developed a so-called bridge strategy to capitalize on weaknesses, dubbed "All Within Your Reach," that turns America's size and diversity into a selling point instead of a source of confusion.
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