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Inaugural Brand USA Pavilion Debuts at ITB Asia 2013 in Singapore with the Largest Presence of USA Exhibitors

October 29, 2013 Destination North America No Comments Email Email

Brand USA is the first ever unified international marketing organization with USD $125 million in funding, promoting premier travel to the United States, including all 50 states, District of Columbia and 5 territories of USA.

From October 23-25 2013, Brand USA will make its inaugural debut at ITB Asia Singapore, bringing with it the largest turn out of USA exhibitors at the country’s pavilion. The major American presence at this leading trade show will see exhibitors including Florida, Las Vegas, New York, San Francisco, Caesars Entertainment, Grand Canyon, Universal Orlando, Utah’s Canyon Country and Tour America.

The economies of South-East Asia, including Indonesia, Malaysia, Philippines, Singapore and Thailand, have been enjoying stable and consistent growth, which has seen outbound travel to the U.S. growing by 5% to 10% in various markets. Singapore, which serves as a gateway to the emerging region, is an English-speaking market whose citizens enjoy visa waiver (or visa upon arrival) to 161 countries, including the USA. Singapore’s 5 million residents make over 8 million outbound trips annually, representing almost 2 trips per year for each person.

“The South-East Asian market is an emerging but rapidly growing one, and we are experiencing a consistent demand for travel to the U.S.. ITB Asia in Singapore represents for us a key channel through which we reach out to this increasingly discerning audience seeking a unique and memorable travel experience. We are confident that our inaugural debut here will make a positive and lasting impression,” said Christopher L. Thompson, President and CEO, Brand USA.

Brand USA at ITB Asia 

Brand USA will develop a series of ITB Asia activities during the travel fair to further strengthen tourism marketing efforts in South East Asia:

  • An official Opening Ceremony of the USA Pavilion will celebrate the significant presence of U.S. destinations at ITB Asia with U.S. industry leaders and selected media organizations.
  • Brand USA will be inviting wholesalers, tour operators, retail agents and online travel agencies from Indonesia, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam to the ‘Taste of USA’ Travel Trade Lunch Seminar to explore business opportunities and share new U.S. itineraries.
  • At the heart of Brand USA’s first ever global campaign, Rosanne Cash, daughter of American music legend Johnny Cash and Grammy award-winning singer/songwriter, has composed an original song, “Land of Dreams”. The video of Rosanne accompanied by other musicians like Los Lobos and Bebel Gilbert was filmed under the Brooklyn Bridge in New York and shows images of American life and landscapes. The song and video for Land of Dreams is being used in marketing campaigns to showcase “off the beaten path” experiences from the USA.
  • To fully engage with Asian buyers, Brand USA is launching advertising campaigns across print, broadcast, digital and social media in Mainland China, Hong Kong, Taiwan and Singapore the last quarter of 2013.
  • Brand USA will be partnering with TTG Asia Media to produce a series of three 6-page Brand USA supplements. These will be distributed daily during the three-day trade show in Singapore, serving as a promotional platform for US tourism suppliers. TTG Asia Media is the official publishing partner of ITB Asia. Renowned for its award-winning journalism, TTG Asia is widely acclaimed by travel trade professionals.

The USA Pavilion and related activities at ITB Asia 2013 is a part of the Brand USA Asia Sales Mission, covering Taiwan, Hong Kong and South East Asia.

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