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America Rebrands Itself In New Marketing Campaign To Boost Tourism

America Rebrands Itself In New Marketing Campaign To Boost Tourism
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The U.S. unveils a brand new marketing campaign that encourages tourists to visit all 50 states. Featuring a new logo and website, Brand USA gives America a fresh global identity to drive tourism and boost the country's economy.

Alice Chan
  • 7 november 2011

Brand USA, the tourism agency for United States, is launching a new campaign for all 50 states, marking the first time America has marketed itself through a single brand image. The campaign, Discover America, features a website displaying the tourism opportunities across the country, including great outdoors, urban excitement, culture, and indulgence. Stephen J Cloobeck, chairman of Brand USA, said:

It is a 21st Century global brand that will help reposition our great nation in the market for travel, and drive economic activity, including billions of new spending, tens of thousands of new outsource-proof jobs and much needed-tax revenue, to spur powerful growth throughout all corners of the United States.

The nation’s first marketing campaign also features a brand new logo that is created with a collection of dots that join together to compose the letters USA. Because the logo will not adhere to a single color scheme, it symbolizes the diverse colors and images of people and destinations across the country, commented the organization’s top marketing officer.

The global marketing campaign, created by JWT, is set to launch in March 2012.

Brand USA

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