Brand USA

Brand USA.

In the Spring of 2012, JWT was charged with nothing short of rekindling the worlds love affair with America via this country’s first ever global tourism campaign. Over the previous decade, America’s share of the booming global tourism market had declined 37%, resulting in lost jobs and revenue. Brand USA was our country’s chance to reverse this decline and help jumpstart America’s economy and create badly needed jobs. Within 8 months, working with JWT, we created a mutimedia global campaign that invited travelers to “Discover America Like Never Before." Travel intent to the USA is up 15% in the advertised markets- resulting in an increase of $3.4 billion in visitor spending, and hundreds of thousands of newly created jobs.


  • Creative Direction
  • Art Direction
  • Branding


“Other countries around the world have prioritized tourism efforts for years, yet in the 236 years since the United States of America was founded, this country has never had a nationally coordinated effort dedicated to inviting travelers to come visit us. That changes today. This new campaign will tap into an incredibly valuable economic resource – the millions of visitors who want to experience all that our great country has to offer.”
— Stephen J. Cloobeck - Chairman of Brand USA’s Board of Directors



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