New flash: the U.S. as a hip, multicultural place where the “land of awesome possibilities welcomes everyone.”
Congress created Brand USA in 2010 to work with the travel industry on the first worldwide marketing campaign to promote the United States. DiscoverAmerica.com is one result.
According to Ad Age, Brand USA hired JWT to help promote America.
Fox News says that funding for the estimated $200 million campaign comes not from the government, but from the private sector and the Electronic System for Travel Authorization, which charges $14 to visitors traveling to the U.S. from countries that do not require visas.
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