The Corporation for Travel Promotion (CTP) will unveil America’s first-ever global consumer brand on Nov. 7 at the World Travel Market in London.
The new brand is the culmination of the CTP’s effort to begin a global marketing effort to boost travel and tourism to the U.S since the organization's creation in 2010 by the Travel Promotion Act. Industry groups, including the U.S. Travel Association, have hailed the organization as a means of creating jobs and boosting the U.S. economy and lobbied to defend it during the “YouCut” budget crisis this past July. As a sign of industry support, the organization announced at the start of October that it had raised private-sector funds that qualified for $22.2 million in matching federal contributions.
“This is a historic moment,” said Jim Evans, CEO of the CTP. “We look forward to partnering with the entire travel industry, and beyond, as we aspire to recapture the world's imagination with the limitless possibilities of the USA.”
The CTP will also hold its monthly public board meeting in London on Nov. 7 at 1:30 p.m. GMT / 8:30 a.m. EST, during which the organization will:
- Give a business development update
- Reveal the logo of "Brand USA"
- Present the brand manifesto
- Detail the brand identity and strategic positioning process -- explaining why and how key brand characteristics were identified
- Update the audience on CTP's activities to date
- Outline the program's future plans
Interested parties can check out the new brand in person at the ExCeL Room S9/S10. No RSVP is necessary, but seating will be on a first-come first-served basis.