The organization set up to launch the U.S.'s first nationally coordinated marketing campaign has taken on a new name, "Brand USA," to better reflect its public-private-backed mission.
The former Corporation for Travel Promotion, based in Washington, D.C., unveiled the new identity today in London as the group ramps up operations following its creation by Congress earlier this year from passage of 2010's Travel Promotion Act.
Diamond Resorts CEO Stephen Cloobeck is chairman of Brand USA, which, he said today, will "will help reposition our great nation in the market for travel."
In August, CTP tapped WPP agencies including Hill & Knowlton and JWT for a $200M global marketing account, which is slated to launch in spring 2012 pitching the U.S. for leisure, business and "scholarly" travel. High Lantern Group does CTP's PR.
Chris Perkins, the veteran adman who was named chief marketing officer of CTP in late August, noted the challenges of promoting the U.S. in outlining the group's goals.
"What is so compelling about the United States is that no one thing can explain who we are as a nation," he said, adding the group's campaign next year will be "showcasing the best of America and spreading the message that we welcome visitors with open arms."
Brand USA is funded from private sector investment and federal Homeland Security dollars collected from international visitors under the visa waiver program. Its leadership stresses that it does not use tax dollars.