Brand USA, Inc

It was announced this week that the Corporation for Travel Promotion is now doing business as Brand USA, Inc. The Corporation for Travel Promotion was created in 2010 for the purpose of encouraging travelers from all over the world to visit the United States of America.

The public-private marketing entity works in close partnership with the travel industry to maximize the economic and social benefits of travel in communities around the country. Through its call-to-action “Discover America,” Brand USA will “encourage and inspire travelers to explore America’s boundless possibilities.”

In this blog we have written about The Corporation for Travel Promotion, and its mission to increase foreign travel to the U.S., and thus increase jobs and put the U.S. travel industry on a healthy footing, where it has not been since the 9-11 attacks.

Increased foreign tourism to the U.S. can translate into increased interest in timeshare resales, exchanges, and rentals, so it is good to hear that Brand USA Inc. launched the United States’ first-ever nationally coordinated global campaign at London’s British Academy of Film and Television Arts and a subsequent press conference at ExCel London.

According to Stephen J. Cloobeck, Chairman of Brand USA Inc., and Chief Executive Officer of Diamond Resorts International®, “Brand USA has arrived and it’s not just a tourism brand, but a platform to spur powerful growth throughout all the corners of the United States. It is a 21st-century brand that will help reposition our great nation in the global market for travel – and drive economic activity, including billions in new spending and tens of thousands of new outsource-proof jobs and much needed tax revenue.”

“The new identity of Brand USA captures the unique and diverse culture of the US, and is a critical step in the development of the nation’s first unified marketing strategy,” said Cloobeck.

The logo, which comprises a collection of dots joining together to form the letters USA, symbolizes” the boundless possibilities of the US.” The logo also displays Brand USA’s consumer website, The first official advertising and marketing campaign is scheduled to launch in spring 2012.
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