| This paper examines the challenges of marketing a world nation. More specifically, it delves into the current efforts taking place to market the United States abroad as an international travel destination. It provides an overview of the present state of the U.S. travel and tourism industry and the reasons for such a campaign. Additionally, an examination of the history of the United States brand is included in an effort to convey the complexity of the communication challenge. The key element is an analysis of the "Discover America" campaign in terms of its strategic approach. Results reveal that based on the increase in international travel, a campaign to keep the United States competitive with other nations is necessary and relevant. They also reveal that there are potential flaws in Brand USA's strategy. The three main areas where improvements can be made are in the scope of the campaign, communication with internal audiences and development of a long-term strategy. The principal conclusion is that an international campaign promoting travel to the United States has the potential for success, but not without a succinct, targeted and fully developed strategy. |
