Greenville, SC (February 6, 2012) – Enveritas Group announced today that CEO Brice Bay has been appointed to the Brand USA Marketing Advisory Group. Brand USA (formerly the Corporation for Travel Promotion) was created for the purpose of encouraging travelers from all over the world to visit the United States of America. The public-private marketing entity was created in 2010 to work in close partnership with the travel industry to maximize the social and economic benefit of travel in communities around the country. Brand USA, through its call-to-action “Discover America,” will encourage and inspire travelers to explore America’s boundless possibilities. In doing so, the goal is to bring millions of new international visitors who spend billions of dollars to the United States, creating tens of thousands of new American jobs.
According to James Evans, chief executive officer of Brand USA, “Bay was selected due to his extensive knowledge of global travel and tourism marketing.” Brand USA is now working to launch the first international advertising campaign in March. For this project and many others in the future, the organization will be relying on advisors like Bay to collaborate on marketing and business development strategies and plans.
“I am truly honored to be chosen to serve on Brand USA’s Marketing Advisory Group,” commented Bay, CEO of EnVeritas Group. “So many other countries have successfully marketed tourism abroad, it’s time that the United States did the same. With 50 states and incredibly diverse geography, climates and attractions, our country really does have something for everyone. I believe in the essence of the brand, ‘The United States of Awesome Possibilities,’ and I look forward to serving on this board.”
While the United States welcomed 60 million visitors in 2010, over the last decade, its world market share has plummeted as travel has exploded across the globe. The U.S. share of global travel spending fell from 17.2 percent in 2000 to an estimated 11.6 percent in 2010. Other countries including France, the United Kingdom and Australia, have promoted themselves successfully for years, and now the United States has chosen to get in the game, reinvigorate our nation’s image and recapture our market share.
Brand USA aims to reap benefits for all 50 states and the U.S. territories, including areas not traditionally visited by international travelers. Marketing will showcase attractions from all across the United States, including those that are “off the beaten path” in an attempt to create a trickle-down effect as they encourage first-time and repeat visitation. The work will be particularly beneficial to the vast array of destinations and businesses that cannot currently afford to market themselves to international destinations.
In January, President Obama announced the creation of a national travel and tourism strategy aimed at growing the U.S. economy through increased international travel to the United States. The announcement was made in Orlando and demonstrates the administration’s commitment to strengthening America’s competitiveness in the growing global travel marketplace by improving travel facilitation for international visitors and improving visa processing times in important growth markets including China and Brazil.
The President’s plan includes expanding and making permanent the Global Entry program, increasing efforts to expand the Visa Waiver Program, increasing non-immigrant visa processing capacity in Brazil and China and creating an interagency government task force to work with Brand USA to promote travel and tourism opportunities in the U.S. to create jobs.
Brand USA unifies the American travel and tourism industry under one banner for the first time. The unified industry commands greater force that the sum of our parts and it allows brands and destinations big and small to increase their international reach as never before. The advisory groups play a major role informing the activities of Brand USA at this early stage and into the future. Advisory groups will be made up of 20-25 people and will typically meet twice per year in Washington, DC.
About Brand USA
The Corporation for Travel Promotion—now doing business as Brand USA Inc.— was created for the purpose of encouraging travelers from all over the world to visit the United States of America. The public-private marketing entity was created in 2010 to work in close partnership with the travel industry to maximize the economic and social benefits of travel in communities around the country. Through its call-to-action “Discover America,” Brand USA will encourage and inspire travelers to explore America’s boundless possibilities. For industry or partner information about Brand USA, visit www.TheBrandUSA.com. Visit Brand USA’s consumer website at www.DiscoverAmerica.com.
About EnVeritas Group
EnVeritas Group is a global content marketing firm dedicated to helping companies empower customers and grow their businesses by developing engaging, relevant and original communications through proven proprietary processes designed to create, manage, market and distribute content. Headquartered in Greenville, South Carolina the company has Custom Content Creation (C3) Centers in Greenville, South Carolina, England and Mexico. EnVeritas group employs 70 full-time writers and editors and staff members in the United States and has a network of over 2,000 writers worldwide. For more information and additional press resources, please visit the company’s website at www.enveritasgroup.com.
For Immediate Release
For more information, contact Christa Sorauf at (864) 430-9728