Brand USA, the marketing operation set up by the US Government, has reported that it delivered 1.1 million new international visitors in 2013, who spent $3.4 billion and created 53,000 new jobs – and has announced a range of new initiatives for 2014 at International Pow Wow in Chicago.
These include partnering with National Geographic to produce a number of digital nomad reports by Andrew Evans. These road trip reports, which will showcase five different journeys across the USA – will all be streamed digitally on Brand USA‘s DiscoverAmerica.com website. The first report, which will feature the iconic Route 66, will be available later this year.
Brand USA has also commissioned IMAX films to make a wide 70mm format film covering some of the most stunning photo images of the United States.
Speaking at IPW, Chris Thompson, Chief Executive of Brand USA, said that 10 international markets generate 75% of all inbound travel to the United States, and that 14% of the organisation’s budget is allocated to trade promotion.