Brand USA, Flight Centre Travel Group expand effort to drive Australian tourism to U.S.


Brand USA, the destination-marketing organization for the U.S., and Flight Centre Travel Group, have launched a second phase of their joint campaign to increase the number of Australian tourists in the U.S. while promoting a variety of American destinations.

The new phase – starting January 2015 and running through June – taps into collective marketing across Flight Centre Travel Group’s major brands – Flight Centre, Escape Travel, Student Flights and Travel Associates, and Flight Centre’s in-house wholesaler, Infinity Holidays.

It features the rollout of seven major promotional campaigns that include a focus on Brand USA’s key themes for promoting travel in the U.S. during 2015: road trips, live entertainment and the “great outdoors.”

“Australian visitation to the U.S. reached an all-time high of 1.2 million in 2013, and annual visitation is already up 5.2% year through to October 2014. This partnership will support our mission to drive the dispersal of travel throughout the USA from Australia and New Zealand,” said Brand USA Director Ollie Philpot.

“Brand USA and Flight Centre have worked very closely in the past to not only support visitation to the top four U.S. destinations  – California, New York, Las Vegas and Hawaii – but to also promote the breadth and depth of travel experiences in the U.S. beyond these tier-one destinations.”

Philpot added: “The most recent co-operative campaign with Flight Centre as part of the Sunrise USA Road Trip (in 2014) resulted in an impressive 22-percent increase in U.S. bookings – compared to the same period during the prior year (2013) – and spikes in visitation to tier-two destinations. Results like this demonstrate the impact that our collaborative approach is having on the market and we look forward to continuing this successful partnership with Flight Centre.”

Graham Turner, Managing Director, Flight Centre Travel Group, said: “The USA is entrenched as one of the most popular holiday destinations for Australian travellers. American destinations continue to perform well, with highly affordable airfares helping to stimulate demand. We look forward to highlighting the USA’s attractions and the best travel offers during the second phase of our partnership with Brand USA.”

Source = Brand USA
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