The destination marketing organisation for the United States is the nation’s first public-private partnership to promote United States. Brand USA has had a marketing presence in Southeast Asia since 2013 through its local representation of BRANDSTORY Inc. For the seventh consecutive year, it has hosted an exhibition space at the ITB Asia in Singapore.
Its marketing promotion is to introduce United States by way of entertainment of which America is well known for. Through its mobile giant screen strategy, it engages viewers to stories that drive interest in travelling throughout United States. The mobile giant screen shows international travellers what the U.S. has to offer in terms of travel experiences.
Following the success of their previous two films, Brand UAS launched its third giant-screen film ‘Into America’s Wild’ in collaboration with MacGillivray Freeman Films. The film follows trailblazers John Herrington, the first Native American astronaut, and Alaskan pilot Ariel Tweto on a cross-country journey to explore the USA’s great outdoor wonders. The film is scheduled to premiere in February 2020.
There has also been a series of developments on the aviation front for travelling to United States from Asia: Singapore Airlines added a non-stop flight from Singapore to New York and Los Angeles; Vietnam Airlines is licensed to fly from Hanoi and Ho Chi Minh City to Los Angeles, San Francisco, New York Seattle and Dallas; Garuda Indonesia to operate flights from Jakarta to Los Angeles via Japan; Cathay Pacific four-times weekly from Hong Kong to Seattle and Washington; and Philippine Airlines non-stop between Manila and New York.
In Singapore, Brand USA collaborated with U.S. embassies and the U.S. Commercial Service to arrange a series of trade events at ITB Asia, which afforded opportunities for U.S. exhibitors to meet with prominent Southeast Asian tour operators, travel buyers and media representatives.
At the same time, the marketing organisation distributed USA Insider Guides that feature regional self-drive itineraries that take travellers off-the-beaten tracks around United States covering themes such as musical journey, national parks and beyond.