Brand USA has announced a successful start to its campaign in the UK, which launched on 1st May with a mix of 60-, 20- and 15-second TV spots, as well as digital, billboard, out of home (e.g. London Underground stations) and trade print advertisements, plus online and social media. The three-month campaign cost over £2.3 million and preliminary results indicate strong upward trends in intent to visit, consumer sentiment, and engagement.
In the UK, the percentage of those who intend to visit the USA has increased by 14% in the months since the launch. Consumer sentiment is also trending positive and the USA is now being described as ‘energetic’ and ‘has something for everyone’; is ‘optimistic’; and ‘a place with limitless possibilities’.
Jay Gray, Vice President of Business Development, Brand USA, said: “We are extremely pleased how the campaign has run to date, and with the results so far.”
The UK is the USA’s largest overseas market for international inbound travel (Canada and Mexico are the largest international markets to the USA). Of the 62 million international visitors to the USA in 2011, 3.84 million visitors were from the UK.