LONDON, 2012-08-03 — /travelprnews.com/ — (Brand USA UK) — Brand USA, the new tourism marketing body for the United States of America, has announced the launch of a website dedicated to television programme idea submissions.
TV.thebrandusa.co.uk has been built specifically to accept confidential television ideas from production partners. In September, a shortlist will be put before a Television Advisory Board comprised of Brand USA management from the organization’s offices in the United States and the United Kingdom. The advisory board will then evaluate the submissions and the potential to create the programme(s) in partnership with the selected production partners.
The launch of the site secures Brand USA’s long term commitment to the UK and Irish markets and its intention of bringing America to life on the television.
Brand USA’s objective in-market is to rekindle the holidaymakers’ love affair with America – reclaiming the USA’s share of the market and positioning the country as a diverse destination. By highlighting the country as a fresh and unexpected destination, with welcoming and friendly locals, Brand USA’s intention is to promote the United States of America as the world’s leading tourism destination for UK and Irish visitors.
Jay Gray, vice president of business development, Brand USA, said, “We know how incredible a destination can look on television and that, for many viewers, it’s what may inspire a booking for their next holiday. While watching it on TV may be the next best thing, of course, nothing brings the sights and sounds of the United States to life as much as being here in person.”
By showcasing the United States of America on television, Brand USA’s main aim is to:
• Inspire the audience to choose the USA for their next holiday
• Encourage repeat visits by providing new reasons to visit the USA
• Drive consideration amongst affluent long haul travellers to choose the USA as a holiday destination
• Harness advocacy/word of mouth opportunities to create a buzz around the USA as a holiday destination
• Encourage viewers to discover the USA like never before at DiscoverAmerica.com and to book a holiday to America in the next 12 months
Preference will be given to those submissions which:
• Encompass the Brand USA experience pillars of Great Outdoors, Urban Excitement, Indulgence and Culture – click here for further details
• Cover multiple destinations in America
• Broadcast in a number of countries, in addition to the UK
• Engage the viewer beyond television to additional content (e.g. engaging online activity)
About Brand USA
Brand USA was established by the Travel Promotion Act in 2010 to spearhead the nation’s first global marketing effort to promote the United States as a premier travel destination and communicate U.S. entry/exit policies and procedures. Formed as the Corporation for Travel Promotion, the public-private entity began operations in May 2011 and does business as Brand USA. Brand USA works in close partnership with the travel industry to maximise the economic and social benefits of travel. Through its call to action,DiscoverAmerica.com, Brand USA inspires travellers to explore the United States of America’s boundless possibilities. For industry or partner information about Brand USA, visit www.TheBrandUSA.com.
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