Brand USA teams up with ESPN
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Brand USA has teamed up with ESPN to target sports fans in the UK and Europe.
The tie-up will see three stages in promotion, with the first detailing sports teams and tourist activities available in each state on both ESPNAmerica.com and at DiscoverAmerica.com.
Its second wave will allow potential travellers to enter their details and ‘find out’ which US sports team they should support, followed with how they can get there. DiscoverAmerica.com also sponsored the Superbowl coverage in mainland Europe, Middle East and North Africa.
“Through this multifaceted campaign we aim to inspire visitors to look at American sports and the diverse and unique recreational tourism opportunities available in the United States,” said Jay Gray, vice president of global partnership development at Brand USA.
“We are committed in our activities across Europe and in particular in the UK market, the largest overseas visitor market to the United States, and very much look forward to developing further initiatives that will speak directly to the consumer,” he added.