Friday, February 28, 2014

Selling America to the World

Astonishingly, America has never embarked on a coordinated international campaign to sell itself to potential overseas visitors. But in response to a decade of stagnant visitor numbers, and a weakening brand image, America launched its first-ever branding initiative in 2012. Called Brand USA, marketers used key consumer insights gained from in-depth research to develop a campaign that focused on the diversity, pop culture, optimistic spirit and larger than life presence of the country, inviting visitors to see, hear and feel the US in a new way. Dr. Hudson has just published a paper in the Journal of Destination Management & Marketing that takes a closer look at this effort, providing valuable insight for both academics and practitioners into the process of branding a destination. The full paper can be found at:

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