100 Years of Advancing Destinations

Brand USA Works with a Diversity of Partners to Market the United States

Author: Guest Amir Eylon, Vice President of Partner Engagement, Brand USA
Posted: May 02, 2014
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Brand USA, the nation’s destination marketing organization, has made notable progress toward its mission of increasing international visitation to the United States and has done so by working with nearly 400 partners both within and outside the travel industry.  Key partnerships include United Airways, British Airways, the National Football League, Thomas Cook, the nation’s largest hotel companies, leading car-hire organizations, and DMOs from across the country.

Partnering with Brand USA has far-reaching benefits and with a 97% partnership retention rate, our partners recognize the importance of supporting Brand USA’s work and international tourism promotional efforts.  Brand USA offers a variety of marketing-driven cooperative programs to amplify our partners’ international reach, inspire inbound visitor travel to the United States and drive tourism dollars to communities in all 50 states, the District of Columbia and the five territories.  

Brand USA’s programming has expanded significantly and we are continually adding new platforms and programs to meet the needs and create value for each of our partners.  

We recently partnered with National Geographic to create the Great American Road Trip series.  This digital platform will showcase five different journeys across the United States offering travelers one of the best ways to experience the diversity of the USA – a road trip.

We’re also taking our stories to the big screen with MacGillivray Freeman Films. With a planned release in mid-2015 to honor the centennial anniversary of the National Park Service, this film will focus on one of the nation’s must treasured assets – the U.S. National Parks and Federally managed lands. 

How to partner with Brand USA

There are many ways to partner with Brand USA and our nearly 100 co-op marketing programs enable Brand USA partners to amplify their reach internationally and include opportunities to create a direct call to action, drive international travelers to their destination, attraction, or travel brand—and measure the results of their efforts.

Each partner program can be customized based on the objectives of both Brand USA and the partner.  Some of the existing co-op marketing initiatives include:

  • Brand USA Originals – Brand USA Originals are marketing programs developed and offered exclusively by Brand USA.  They include proprietary programs developed by Brand USA and those created in partnership with influential travel media and major lifestyle brands.  
  • Brand USA Affinity Programs – Affinity programs are programs that Brand USA has developed with media, OTAs, or other travel-related publishers to advertise and promote U.S. destinations, experiences, attractions and other travel opportunities.  They are a particularly valuable way to highlight partner offers and inspire USA travel experiences.  
  • Market Specific Programs – Through market specific programs Brand USA connects partners with its in-country experts to ensure co-op marketing efforts are deployed in the right markets.  Programs are designed for either partner launch or expansion in established or emerging markets.  

For more information on the latest programs, please visit: http://thebrandusa.com/Industry-Partners/Partnership%20Opportunities.  Brand USA welcomes new partners to join the effort in marketing the United States as a diverse, exciting destination.  Together, we can invite the world to discover this land, like never before.