Brand USA, the tourism promotion entity backed by the federal government and private sector, has booked agency support to tout U.S. travel in Mexico and Central America, following a search.
Mexico City-based Adnova, Comunicación Estratégica will guide marketing, PR, branding, advertising, social media and other tourism-related outreach through 2015. The nine-year-old firm works with the Nevada Commission on Tourism, Disney Parks and Resorts, and the Las Vegas Convention and Visitors Authority. It also handled advertising and PR for the Mexico Tourism Board.
Brand USA, which kicked off the search in July, said ACE is one of the few communications and PR shops with global experience in the public and private sectors.
Alfredo Gonzalez, senior VP at Brand USA, said Latin America shows steady growth in visitation and spend for inbound travel to the U.S.
Brand USA, formed as the Corporation for Travel Promotion in 2010, is the country's first nationally coordinated marketing campaign for travel to the U.S. Hill+Knowlton Strategies and JWT handle its main PR and advertising accounts.