Brand USA PARTNER PROGRAMS · USA’s consumer marketing campaigns. Programs, which are customized...

Brand USA

PARTNERPROGRAMS

2 • TheBrandUSA.com

Summary of Partner Programs

The team at Brand USA is continuously developing new cooperative marketing platforms and programs that add and create value for our partners. Our co-op marketing programs are comprised of Brand USA Originals, Brand USA Affinity Programs and Market-Specific Programs – each designed to increase international bookings and visitation to the USA.

Our programming has expanded significantly since 2013 and we are continually adding new programs and opportunities to meet the needs of our partners.

To learn more about the latest programs offered through Brand USA, please visit bit.ly/BrandUSAOpportunities.

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BRAND USA ORIGINALS

Brand USA Originals are marketing programs developed and offered exclusively by Brand USA. They include proprietary programs developed by Brand USA and those created in partnership with influential travel media and major travel and lifestyle brands.

For more information on Brand USA Originals, please visit bit.ly/BrandUSAOriginals.

Consumer Market Profile Reports Each year, Brand USA prepares proprietary market profile reports, which provide important insight into travelers’ perceptions of the USA, as well as general travel behaviors and preferences. Highlights can be found in the Brand USA FY14 business plan. A more detailed 100-page deck of research for each of the countries profiled is available with the option of customized tables for a fee. Information includes desired destinations; criteria for destination selection; perceptions of the USA and competitors; international travel behavior; influence of media channels on destination decisions; and general media consumption.

Inspiration Guides Marketed with Miles

Brand USA’s official language-specific print and online guides inspire travel by displaying the richness and variety of American experiences to international travelers. Stunning photography and compelling copy are the hallmarks that attract readers. Participating partners also have the opportunity to promote their destination through a featured photo essay. In 2014, more than 550,000 print copies will be produced in 10 languages for 18 international audiences.

2014 Inspiration Guides currently include:

• Australia & New Zealand

• Brazil

• Canada

• China

• France

• Germany, Austria, and Switzerland

• Hong Kong

• India

• Japan

• South Korea

• Mexico

• Scandinavia

• Taiwan

• United Kingdom & Ireland


Multi-Channel ProgramsMarketed with Miles

These market-driven multi-channel programs are created individually for each country – Brazil, Canada, China, Germany, Japan, Mexico, and the United Kingdom – are designed to leverage Brand USA’s consumer marketing campaigns. Programs, which are customized based on the channels that are most effective in each country, deliver brand and destination messages through print inserts, digital insert distribution, online advertising, and email marketing. Activation Partners include Thomas Cook, Red Tag Vacations, Gran Plan Aeromexico, HIS Meier’s (DERTOUR) and Tam Viagens.

USA Discovery Program

The USA Discovery Program is a comprehensive online training tool designed specifically for tour operators, travel agents and other travel experts to help them sell the United States as a premier travel destination.

This one-stop shop for everything related to travel to the United States is designed to expand the level of expertise international travel professionals have about the many diverse destinations and experiences available in the United States and inspire them to sell travel to a broad range of destinations. Brand USA launched this innovative platform in the United Kingdom in 2013 and will soon be expanding it to other international markets. The inaugural UK version can be explored by going to USADiscoveryProgram.co.uk. Here, agents can find valuable information on U.S. regions, the 50 states, District of Columbia and five territories that make up this vast country, as well as experiences and holiday themes that can be found in the USA. The rich content and functionality of this online program provide the travel industry a holistic overview of the USA and offers a variety of cross-selling on all aspects of sales to the USA.

2014 USA Discovery Program Global Rollout:

• April: Australia

• May: India

• June: China

• July: Brazil

Brand USA’s Multi-Channel Programs

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National Geographic Road Trips

Brand USA has partnered with National Geographic to create The Great American Road Trip series: five different journeys to showcase the United States and offer travelers one of the best ways to experience the USA. National Geographic’s renowned Digital Nomad, Andrew Evans, begins his journey from IPW in Chicago – taking off on Route 66 and spending three to four days in each destination exploring, blogging and sharing photos and videos of his travels. Brand USA will also support this initiative with a comprehensive digital content and promotion plan. Additional Road Trips can be developed for partners interested in leveraging this unique opportunity.

Student Travel Association

Brand USA is extending its multimedia partnership with the Student Travel Association (STA), comprised of online video, email, and social media promotions. STA Travel is a global travel specialist with 30 years’ experience advising young people (18-35) on holidays and adventures abroad. With unique offerings on flights, accommodations, and tours, STA Travel services 2 million travelers annually. STA Travel has over 24 million unique visitors, 2 million followers on Facebook and more than 200 retail stores outside the U.S.

Contact: Emma Hudson [email protected]

Discover America Global Websites Marketed with Miles

DiscoverAmerica.com was designed to help inspire international visitors and travel influencers to choose U.S. travel destinations, travel providers and experiences. From sponsoring content on City or State Pages, to sharing the best of your destination through Experience Pages, you can help international travelers learn more about your destination, travel brand or organization. There are several options for showcasing your destination on DiscoverAmerica.com, including:

• City/State Pages: Destination-specific content promoted on all of DiscoverAmerica.com’s language sites

• Experience Pages: Destination-specific content promoted on all of DiscoverAmerica.com’s language sites highlighting experiences that are specific to your destination

Brand USA’s growing digital presence has resulted in 4.6 million visitors to DiscoverAmerica.com.

GoUSA Website – Multiple Platforms Marketed with Miles

Expand your reach to the fastest growing market of visitors to the U.S. with Brand USA’s Chinese-language sites – GoUSA.cn and GoUSA.tw – which have generated more than 2 million visitors to date. Choose from three different package levels that are customizable based on whether you’re a destination or travel provider. Features include:

• A unique landing page with activities based on Brand USA’s six distinct categories: Art, Shopping, Entertainment, History, Outdoors and Food

• A partner-specific URL within GoUSA.cn and GoUSA.tw to more easily drive traffic through destination-specific campaigns

• Tailored social media posts that push your activities to over 1.1 million followers on China’s #1 social platform, Sina Weibo

• Homepage promotions and more

Rhythms of the South Experience Page


In-Language Videos Marketed with Miles

Brand USA’s In-Language Video Program creates and distributes in-language multimedia content to help U.S. destinations promote their experiences to international travelers. Video content is customized to the specific international audience’s point of view and targeted to interest (Culture, Indulgence, Great Outdoors or Urban Excitement) and country (Australia, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, and/or the United Kingdom).

NEW! Specialty in-language videos for Attractions and Culinary, as well as Ski and Golf.

Participating destinations can distribute video content through their own marketing channels. Additionally,

Brand USA will distribute the content for one year through its digital channels:

• On a dedicated content page on the appropriate language site on DiscoverAmerica.com

• Through a featured Trip Ideas tile on the in-language State page on DiscoverAmerica.com

• On Discover America’s YouTube channel

TripTunerMarketed with Miles

This interactive, patent-pending online platform helps travelers discover destination experiences based on their tastes. A unique design delivers tailored destination, hotel and activity options – with no typing, text links or lists. Brand USA offers


this dynamic, interactive tool across all Brand USA digital channels to promote experiences “tuned” specifically to travelers’ interests.

Market Specific OTA Co-op Package ProgramsMarketed with Miles

Available in three markets – Brazil, China and Japan – Brand USA is offering the following OTA packages that maximize impact:

• Brazil (September-October 2014) includes Despegar, BestDay and Opodo

• China (August-September 2014) includes CTrip, HotelClub, Elong and DaoDao

• Japan (September-October 2014) includes Rakuten and HotelClub

Social Campaigns

Custom social campaigns provide localized digital and social presence in nine international markets, with one global presence in English. Currently, there are three global activation campaigns. After each campaign launch, the category of content created will continue to live across Brand USA’s channels and provide the opportunity to accept additional content from partners on an ongoing basis.

• Discovery Highway and Great Outdoors + Premium Programs: Destinations can provide content and points of interest for consideration to participate in the Road Trips series for a 100-mile route. A premium program is available which includes multiple points of interest with photos, in-language video, full translation and Google mapping support.

• Travel Like a Local: Brand USA invites local influencers to become content creators and develop stories about their region, city or area based on their experience and inside knowledge. Content created will be used in paid digital/social campaigns (Lightbox, Facebook, TrueView) to extend the reach of the content.

• Instagram – Google Mapping: Destination partners can provide Brand USA with Instagram

channels and hashtags, and then all content will be curated and incorporated into a global mapping and travel planning feature on DiscoverAmerica.com.

• Instagram Premium: Coming soon! One Instagram channel takeover program is available each month, which features a five-day takeover of the Discover America Instagram account focused on a single partner destination. This gives partners the opportunity to feature photos and content globally and extend their reach to a 4 million+ Facebook audience through an Instagram post (a minimum of two times during that week).

• Instagram Influencer: Coming soon! Influencers are provided content direction from partners to tell a story about a destination or attraction. The influencer will travel to the partner’s destination and spend one week creating content, posting to their fan base and building out content on DiscoverAmerica.com.

• Blog Posts: Each month, Brand USA publishes a number of global Discover America blog posts to feature stories and other content about a destination, state or attraction. As part of the regular content schedule for the Discover America blog, inventory is available to partners to be featured within a consumer blog article pertaining to a specific event, destination story, etc.

Discover USA Road Trip Blog


Brand USA Media Network Powered by TravMedia

By working with a leading travel news service, TravMedia.com, Brand USA has the tools to reach more than 25,000 journalists worldwide. This interactive online newsroom includes a live feed of news and published stories, and the capability to post news releases and other announcements with photos, captions and related resources, as well as have conversations with journalists within the platform.

Brand USA Event Calendar

Coming Soon! Brand USA is building a national calendar tool to promote events, festivals, celebrations and other experiences available in the USA. Partners will have the option to upload information directly into this database, which allows site visitors to search by date, geographic location or type of event. Brand USA will pull events from this database to create themed calendars for use at trade shows and other promotional activities.

BRAND USA AFFINITY PROGRAMS

Affinity Programs are co-op programs that Brand USA has developed with media, OTAs or other travel-related publishers. By utilizing these programs to advertise and promote destinations, experiences, attractions and other travel opportunities, they are a particularly valuable way to inspire travelers to book their next experience in the USA.

For more information on Brand USA Affinity programs, please visit bit.ly/BrandUSAAffinityPrograms or contact one of the Affinity Program providers listed below:

Expedia/eLongExpedia Media Solutions has more than 150 travel branded sites across 70 countries. A leader in Canada, Asia, Europe, the Middle East, Africa and Latin America, Expedia reaches nearly 80 million unique users. Contact: Expedia Media Solutions, [email protected]

Orbitz WorldwideOrbitz Worldwide delivers a broad range of online marketing and advertising opportunities across a global portfolio of leading consumer and business travel brands. The Orbitz suite of OTA brands includes

In-Kind ContributionsIn-kind contributions are a widely available way to partner with Brand USA. Not only can you leverage the brand

in your promotional initiatives and potentially gain exposure via your contribution, but your in-kind contribution

will also further Brand USA’s marketing efforts and offset costs as part of our overall marketing strategies to

inspire more international travelers to discover the United States like never before.

An in-kind contribution is a contribution of non-cash goods and services that will aid Brand USA in carrying out

its mission. These contributions include:

• Content

• Event Sponsorships

• Goods and Services

• Logo Inclusion/Advertising

• Research

For more information about the benefits of making an in-kind contribution to Brand USA, please visit bit.ly/BrandUSAInKindContributions or email us at [email protected].


CheapTickets, ebookers, Mr. Jet, HotelClub, and RatesToGo and reaches nearly 30 million unique visitors monthly in Australia, Brazil, Canada, China, France, Germany, India, Japan, South Korea, Mexico, Taiwan, and the UK.Contact: Jennifer Andre, [email protected]

TripAdvisor/DaoDaoAs the largest online travel site in the world with 17 travel brands, TripAdvisor delivers a significant opportunity to generate a global presence in 33 countries and 21 languages for your destination or organization. TripAdvisor reaches 103 million travelers monthly who are actively researching and planning travel. Contacts: Melissa Surane, [email protected]; Steven Paganelli, CDME, [email protected]; Richard Black, [email protected]

Best Day TravelOperating since 1984, Best Day Travel is one of Latin America’s largest travel providers selling to consumers and travel agents. With more than 1.25 million users in Argentina, Brazil, Colombia and Mexico, Best Day is a leader in marketing online travel. Contact: Hector Arroyave, [email protected]

DespegarNEW! Despegar.com is the largest online travel agency in Latin America. Based in Miami, it has a presence in 21 countries. Through its website, travelers can buy tickets on 750 airlines, 150,000 hotels, cruises and car rental services around the world. Contact: Mario Garello, [email protected]

RakutenA leading online travel agency in Japan, Rakuten’s membership exceeds 89.7 million people. Japan’s largest online hotel reservation website books more than 3.8 million room nights per month. Contact: Rakuten, [email protected]

InterparkTourInterpark’s website and other distribution outlets reach 18.2 million consumers and the growing Korean travel market.Contacts: Sho-yeoun Yang, [email protected]; Ju-young Shin, [email protected]

HanaTourThe largest wholesale agent in Korea, HanaTour has a wide range of channels reaching both the end consumer and travel industry professionals. HanaTour reaches 230,000 unique users and offers unique B2B promotions, exposure through a home shopping television network and co-op advertisements. Contact: Hyunjong Joeng, [email protected]


CtripNEW! As China’s leading travel service enterprise, Ctrip provides over 90 million members with services including hotel reservations, flight ticketing, package tours, corporate travel management, train ticket and dining reservations.Contact: Jenny Yin, [email protected]

ODIGEOODIGEO and its brands, eDreams, GO Voyages, Opodo, Travellink and Liligo, use cutting-edge technology to offer the best travel deals to over 15 million customers in 38 countries every year. Key markets outside of Europe include: Australia, Mexico and Latin America.Contact: James O’Leary, [email protected]

Essentially AmericaEssentially America is a leading international consumer travel magazine about the USA, and is printed and distributed in multiple languages. Current opportunities are available in Canada, Germany, and the UK. Contact: Larry Cohen, [email protected]

MyWedding.com USAMyWedding.com is a specialized website that promotes destination weddings and honeymoons with nearly 15 million unique monthly users from Australia, Brazil, Canada, China, Germany, India, South Korea, Mexico, and the UK.Contact: Vicki Strand, [email protected]

Custom Affinity Programs at Brand USA: Expedia CustomNEW! Activation campaign in Canada to reach Canadian travelers at crucial travel booking periods throughout the year. Overall reach is extended by Brand USA’s consumer campaign in market.Contact: Expedia Media Solutions, [email protected]

Orbitz Worldwide Cross-Platform PromotionsNEW! Opportunity for Brand USA Partners to participate in ebookers UK custom cross-platform promotions created exclusively for Brand USA, featuring digital marketing and out-of-home media. Contact: Jennifer Andre, [email protected]

Orbitz Worldwide MobileComing This Summer! Orbitz Worldwide will launch its first mobile marketing initiative with Brand USA.Contact: Jennifer Andre, [email protected]

TravelzooComing Soon! With over 26 million subscribers, Travelzoo has the largest offering of travel deals online. Travelzoo will become one of the preferred distribution channels for Brand USA’s in-language content. Contact: Elizabeth Persons, [email protected]

MARKET SPECIFIC PROGRAMS

Market Entry Program

Partners are now able to focus their co-op marketing efforts with programs that have been designed to reach specific markets. By working directly with our in-country experts, and with just a small contribution into this program, you’ll be able to launch or expand your marketing efforts in a variety of growth markets. Current Market Entry Programs are available for China and India. Brazil and Australia are coming soon.

Turnkey programs developed by our in-country representatives will provide essential services to reach the travel trade industry; launch products; create awareness; participate in key in-market trade shows; introduce the destination or brand; participate in missions, roadshows and training seminars; and receive one-on-one consulting support to support your sales and marketing teams.

For more information about custom programs available in each of the following markets, as well as an outline of all consumer and trade program opportunities, please visit bit.ly/BrandUSAMarketSpecificPrograms.

• Australia

• Brazil

• Canada

• China

• India

• Japan

• Mexico

• United Kingdom


BRAND USA CONTACTS

Amir Eylon, Vice President, Partner [email protected], 202.787.5944

Services Team

Patricia S. McNally, Director, Partner [email protected], 202.536.2064

Cassady Bailey, Manager, Partner [email protected], 202.536.2077

Daniel Brunner, Partner Services Representative [email protected], 202.888.0596

Michael Parra, Partner Services [email protected], 202.888.1962

Brian Screptock, Partner Services [email protected], 202.735.2308

Sales Team

Tiffany Waddell, Director, [email protected], 202.536.2079

Philip Joseph, Regional Sales Manager (Northeast)[email protected], 202.536.2069

Dianne Turner, Regional Sales Manager (Southeast)[email protected], 404.272.4124

For programs marketed with Miles, please contact:Paul Winkle, Senior Vice President, Global [email protected], 941.342.2325

Please sign up to receive Brand USA news at TheBrandUSA.com.

1725 EYE STREET NW • SUITE 800 • WASHINGTON, DC 20006 • 202-536-2060WWW.THEBRANDUSA.COM • WWW.DISCOVERAMERICA.COM

Brand USA PARTNER PROGRAMS · USA’s consumer marketing campaigns. Programs, which are customized...

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