Brand USA Announces In-Market Representation Firm for Brazil

Published on : Friday, December 13, 2013

Brand-USA-300x162Brand USA, the public-private partnership responsible for launching the United States’ first-ever nationally coordinated tourism-marketing effort, has named Ogilvy Public Relations as its agency of record in Brazil. With offices in Brasília and São Paulo, Ogilvy PR will provide ongoing travel trade outreach and implement promotional initiatives to increase international visitation to the United States from Brazil. The scope of work includes trade and media management with specific focus on a strategic mix of travel trade relations, global media relations, digital communications, event management and public affairs.

Ogilvy PR has had a presence in the Latin American market for nearly a decade. The team specializes in travel trade promotion, industry relations, media relations, event support, social media and sponsorships, among other activities. As directed by Brand USA, Ogilvy PR will apply their market expertise and industry knowledge to increase travel and generate awareness of the U.S. as a destination of choice in Brazil.

“Brazil continues to show steady growth in both visitation and spend for inbound travel to the U.S.” said Alfredo Gonzalez, Senior Vice President of Global Market Development for Brand USA. “We set out to find a partner in market that has a deep understanding of the changing trade and media landscape to help us create and execute an innovative campaign that can effectively communicate the narrative of Brand USA. We were impressed by the breadth and depth of the Ogilvy PR network of global media strategists as well as digital communications and branding experts around the world.”

Brand USA is focused on markets that supply international travel to the United States and according to the Department of Commerce, Brazil posted a double digit-growth rate in 2012 with 1.79 million travelers visiting the U.S., up 19%; resulting in $9.3 billion in visitor spending. This performance marks the ninth consecutive year of increased spending and the third consecutive record for arrivals.

“We are excited to officially launch Brand USA in the Brazilian market. Brazil is an exciting and emerging market that will be a key driver for U.S. tourism as Brand USA aims to reach 100 million tourists by 2021,” said Jennifer Risi, Executive Vice President of Ogilvy PR’s Media Influence Group. “We are proud to partner with Brand USA and look forward to leveraging our nation branding experience on their behalf.”

Source:- Brand USA


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