GRAND JUNCTION – On June 16 (Thursday), Brand USA, the United States destination marketing organization established by Congress in 2010, brings its culinary initiative to Grand Junction. Designed to attract international visitors to unique U.S. food destinations, a Brand USA production crew in partnership with the Colorado Tourism Office and Grand Junction Visitor & Convention Bureau are producing a 2 to 3-minute video that highlights local wine, beer, cider and food.
The Brand USA CULINARY initiative…
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Targets Brazil, Canada, China, Japan, Mexico, South Korea and the UK.
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Includes international influencers (social content and blog authors with a strong following in their native country), who create one-of-a-kind promotions on their internet channels (website/blog, social channels). In 2015 this netted 500 posts across the UK and Canada.
How does Grand Junction profit? Partnering with Brand USA…
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Helps create jobs locally.
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Increases business for area hotels/resorts, restaurants, attractions, retail, etc.
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Promotes the local story directly to international travelers in enticing, affordable, authentic and high quality multimedia.
"It is our honor to partner with both Brand USA and the Colorado Tourism Office on a project of this magnitude," Visit Grand Junction stated. "We chose to participate in the CULINARY INITIATIVE due to our extensive agri-tourism offerings. It is our goal to promote all aspects of Grand Junction, which includes its burgeoning culinary scene."
Who is Brand USA? Brand USA was first established after a decade of declining foreign visitors to the U.S. It provides a united voice that actively and intelligently promotes U.S. states, cities, national attractions, retail and other travel industry partners through its worldwide digital channels and consumer-facing brand, VisitTheUSA.com. The GOAL? Reach 100 million international travelers to the U.S. by 2021.
According to a 2014 analysis by Oxford Economics, Brand USA’s marketing efforts have generated the following return on investment during a two-year period…
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2 million incremental visitors
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$6.5 billion in incremental spending
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50,000 incremental jobs supported annually
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Nearly $2 billion in federal, state and local taxes
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$15 billion in total U.S. economic impact
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The U.S. gained 0.3% of market share from Brand USA’s focus markets during 2014.
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Accrued 500 destination, travel organization, sports and entertainment partners including Hilton Worldwide, British Airways, Disney Parks and Resorts Worldwide, NYC and Company and ESPN with a 94% retention rate.
Participating destinations like the Colorado Tourism Office and Grand Junction Visitor & Convention Bureau will distribute the videos using their own marketing channels in addition to Brand USA’s distribution through:
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VisitTheUSA.com and its YouTube channels
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GoUSA.cn and Brand USA’s social media channels in China
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Brand USA’s in-country representatives to reach each country’s travel trade industry via trade shows, roadshows and training seminars.
Brand USA is in its fifth year of operation and now has 17 offices worldwide that promote to the 30+ international markets which in total generate 90% of U.S. inbound travel. Brand USA is reauthorized by Congress through 2020.
The media are invited to the following live shoot locations to interact with the on-air talent when shooting is not in progress.
Thursday, June 16
3:00-5:00p: High Country Orchards (Colterris Wines) / 3548 E 1/2 Road, Palisade
Brand USA production team:
Jody Short, native of East Sussex, England, who now lives in Richmond, VA
Bogdan Zlaktov, videographer
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Brand USA, the destination marketing organization for the United States, was established by the Travel Promotion Act to spearhead the nation's first global marketing effort to promote the United States as a premier travel destination and to communicate U.S. entry/exit policies and procedures to worldwide travelers. Formed as the Corporation for Travel Promotion in 2010, the public-private entity began operations in May 2011 and does business as Brand USA. With a mission of increasing incremental visitation, spend and market share of international travelers to the United States, Brand USA works in close partnership with more than 500 partners to maximize the economic and social benefits of travel. These benefits include fueling the nation’s economy and fostering understanding between people and cultures.
Brand USA is governed by an 11-member Board of Directors appointed for a maximum of two consecutive three-year terms by the U.S. Secretary of Commerce in consultation with the Secretary of State and the Secretary of Homeland Security. As required by the Travel Promotion, Enhancement, and Modernization Act of 2014, all members of the board are United States citizens and are either current or former chief executive officers, chief financial offers, or chief marketing officers, or have held equivalent management positions. Designated members have leadership expertise in specific sectors of the travel industry including: hotel accommodations; restaurants; retail or a related association; travel distribution; attractions or recreations; state-level tourism office; city-level convention and visitors bureau; passenger air; land or sea transportation; and immigration law and policy. At least two members of the board are audit committee financial experts. In addition, at least five members of the board have expertise in international travel promotion or marketing broadly representing various regions of the United States.
For industry or partner information about Brand USA, visit www.TheBrandUSA.com. For information about exceptional and unexpected travel experiences in the United States, please visit Brand USA’s consumer website at www.VisitTheUSA.com.
MEDIA CONTACT: Dee Zulauf, APR – (c) 941-586-1171 - [email protected]
LOCAL CONTACT: Visit Grand Junction - (o) 970-244-1480 - [email protected]
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