United States of … Awesome Possibilities ??? Marketing International Travel

The private-public partnership, Brand USA Inc. formerly the Corporation for Travel Promotion (CTP), unveiled a campaign targeting international travelers to visit the good ole USA.

Unfortunately, the logo they chose/designed is not something that really communicates “Awesome Possibilities” or even what they state.

The dots in the image above are supposed to, per the group’s press release, bring into being, or communicate, a “21st-century brand.” Further, the dots “symbolize the boundless possibilities of the U.S.” Along with that, the dots show “diversity” in America.

It is not clear how those dots are supposed to bring all of that to the mind of an observer. Perhaps the USA dot image was surveyed and those are the responses that were received. This blogger does not get any of those impressions from the dots.

The campaign’s website also includes tips for those who travel to the US. One interesting tidbit mentions that health care is extremely good here, but, can be expensive as there is no “universal health care.” Does that mean that if an American traveler were to be injured or become seriously ill in Europe, or Asia, or Russia that the American would receive universal health care?

The bigger point, however, is that the comment about health care is not really advice to a traveler, but to someone who potentially wishes to live in the US. It is, as well, decidedly, a very liberal political statement.

Will the “Brand USA” campaign work? Unknown.

With a $200 million dollar budget for advertising and who-knows-how-much-was-spent to develop this campaign, it would be nice if the campaign did work and brings substantially more revenue into the country than is expended. Afterall, as a private-public partnership it is, more than likely, being funded by taxpayer dollars.

And, finally, a comment. The United States of Awesome Possibilities? The word Possibilities is not needed. Simply stating the United States of Awesome at least keeps the USA moniker in tact. USAP???

Over For Now.

Main Street One