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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