`BRAND USA’ PITCH LURES TOURISTS

Fly US tourism campaign

ENTREPRENEUR BRAND EQUITY:

Branding becomes essential to market any product. Brand Equity churns in opportunities into successful enterprise. In the long 239-years-old history of the United States of America, the country never tried to position itself as a travel destination for tourism. The reasons could be that it was a super power and big brother, or rather the ultimate destination for those aspiring for better lives.

However the situation changed in the recent times and in the first decade of the twentieth century (2000-10) the international tourist arrivals fell from 17% to a mere 12.4%. The alarm bells ringing!!. The big brother immediately roped in advertisement consultants JWT to lure international tourists. A whopping budget of $12.3 million has been allotted for the first quarter. The ad-campaign launched in May shall attract tourists from UK, Japan and Canada.

With incredible India campaign from India making an indelible mark on the revenue inflows, US is also planning to execute the same strategy. So US follows the Indian way. The funniest thing is the campaign `Brand USA’ might pitch in India too, shortly. The commercial land of dreams by Discover America becomes a record as per analysts.

Nevertheless brand equity carries a cost and needs to be strategized on a regular basis, even PEPSICO had to listen to ISB students for a better promotion. For that matter even our Bajaj pitched in its campaign to promote its two wheeler against the Hero motors. Hence branding becomes inevitable however big one is.