The United States Virgin Islands Department of Tourism is partnering with Brand USA on a campaign to increase visitation by Canadian residents. The partnership marks the first between Brand USA and one of the five U.S. Territories.
Under the partnership, the United States Virgin Islands Department of Tourism contributed more than $100,000. Brand USA intends to use the contribution to geo-target Canadian residents, the second largest international visitor arrival market for the Territory.
“Through Brand USA’s marketing efforts, the U.S. Virgin Islands will amplify its reach into the Canadian travel market,” said Commissioner of Tourism Beverly Nicholson-Doty. “We are pleased to partner with the first entity to promote inbound travel to the United States and to help increase awareness and interest in travel to our islands.”
“Brand USA’s partnership with the U.S. Virgin Islands will create benefits far beyond the immediate marketing campaign,” said Caroline Beteta, Brand USA’s interim CEO and incoming chair of the organization’s board of directors. “Brand USA’s inaugural campaign in Canada resulted in an increase in intent to visit the United States by 13 points, so we’re confident this new collaboration will attract a growing number of visitors for the U.S. and the U.S. Virgin Islands too,” Beteta added.
The U.S. Virgin Islands maintains a dedicated sales and marketing presence in Canada. More than 39,000 Canadians have visited the Territory over the past five years, and the Department of Tourism’s website, www.visitusvi.com, has attracted more than 27,000 unique visitors in Canada this year, with more than 80% of those representing first-time visitors to the website.
Brand USA was established by the Travel Promotion Act in 2010 to spearhead the United States’ first global marketing effort to promote the nation as a premier travel destination and communicate U.S. entry/exit policies and procedures. Formed as the Corporation for Travel Promotion, the public-private entity, doing business as Brand USA, began operations in May 2011.
Brand USA works in close partnership with the travel industry to maximize the economic and social benefits of travel. Through its call-to-action – DiscoverAmerica.com – Brand USA inspires travelers to explore the United States of America’s boundless possibilities, of which the U.S. Virgin Islands is an exceptional example.