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Brand USA promotes HHR to United Kingdom

Published: Jun 10, 2015

HARRISBURG (June 3, 2015) – The Hershey Harrisburg Regional Visitors Bureau (HHRVB) today announced it has partnered with Brand USA, the United States destination marketing organization established by Congress in 2010, on a global travel campaign in partnership with the Pennsylvania Tourism Office. Today a production crew with Brand USA is in the area taping an innovative in-language video to attract international visitors from the United Kingdom (UK).

The UK market is constantly within the region’s top five inbound travel markets according to Audrey Bialas, Sales Director for HHRVB. The bureau recently announced it will be increasing efforts on international travel sales and marketing efforts.

As one of the first partner cooperatives, Brand USA developed the award-winning In-Language Content Program, a customized approach showcasing the uniqueness of each destination as it relates to the partner’s targeted countries. All promotional travel videos are created in the native language and dialect of the target audience rather than being translated. Each video showcases activities and interests unique to each country based upon Brand USA’s extensive research.

Participating destinations like the Pennsylvania Tourism Office and Hershey Harrisburg Regional Visitors Bureau will distribute the videos through their own marketing channels in addition to Brand USA’s distribution through:

  • DiscoverAmerica.com
  • Discover America’s YouTube channel
  • GoUSA.cn and Brand USA’s social media channels in China
  • Brand USA’s in-country representatives to reach each country’s travel trade industry via trade shows, roadshows and training seminars.

The video production throughout Dauphin County today included taped segments at Hershey’s® Chocolate World, Hersheypark®, Troegs Brewing Company, and the Pennsylvania Capitol Complex.


Who is Brand USA?


Brand USA was first established in 2010 by the United States Travel Promotion Act after a decade of declining foreign visitors to the U.S. It provides a united voice that actively and intelligently promotes U.S. states, cities, national attractions and other travel industry partners through its worldwide digital channels and consumer-facing brand, DiscoverAmerica.com. Brand USA was recently reauthorized by Congress through 2020. Brand USA’s mission is to grow the United States’ share of the global travel market through critical partnerships with cities, states and destinations around the U.S. at no cost to U.S. taxpayers. According to Brand USA, the efforts help create U.S. jobs throughout the country while positively impacting local and national economies in addition to enhancing a positive image of the U.S. around the world.

Brand USA marketing campaigns

  • In 2013 Brand USA campaigns resulted in an incremental increase of 1.1 million visitors to the U.S. with a total impact on the U.S. economy of $7.4 billion in spending, which supported 53,000 new jobs.
  • Campaigns accrued more than 475 destination, travel organization, sports and entertainment partners including Hilton Worldwide, British Airways, Disney Parks and Resorts Worldwide, NYC and Company and ESPN.
  • Efforts resulted in total 2014 revenue of $118.3 million, an 11 percent increase compared to fiscal year 2013 of $107.0 million. Revenue includes cash and in-kind partner contributions, partner publishing revenue and tradeshow revenue.


MEDIA INTERVIEWS                                                                                                                                               

HHRVB President Mary Smith is available for media interviews regarding the contents of this news release. Please try to make interview requests at least 12-hours in advance. HHRVB will make every effort to accommodate all interview requests. Contact Rick@HersheyHarrisburg.org or cell 717.884.3328.


ABOUT THE HERSHEY HARRISBURG REGIONAL VISITORS BUREAU (HHRVB)                                                                

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HHRVB is the official non-profit partnership-based Destination Marketing Organization (DMO) serving Pennsylvania’s Dauphin and Perry counties. This Destination Marketing Association International (DMAI) accredited organization is committed to actively marketing the region locally, domestically, and internationally to leisure and business travelers; meeting & convention planners; sporting event producers; and group tour leaders. For more information go to VisitHersheyHarrisburg.org, or call 877-727-8573.


ABOUT BRAND USA                                                                                                                                      

Brand USA is the destination marketing organization for the United States, was established by the Travel Promotion Act to spearhead the nation's first global marketing effort to promote the United States as a premier travel destination and to communicate U.S. entry/exit policies and procedures to worldwide travelers. Formed as the Corporation for Travel Promotion in 2010, the public-private entity began operations in May 2011 and does business as Brand USA. With a mission of increasing international visitation to the United States, Brand USA works in close partnership with the travel industry to maximize the economic and social benefits of travel. These benefits include creating jobs essential to the economy and fostering understanding between people and cultures. For industry or partner information about Brand USA, visit www.TheBrandUSA.com. For information about travel to and around the United States, please visit Brand USA’s consumer website at www.DiscoverAmerica.com. Media contact: Dee Zulauf, APR – (c) 941-586-1171 or EnviZageink@gmail.com.


Author: Rick Dunlap

Public Relations Director
Visit Hershey & Harrisburg
3211 North Front Street, Suite 301 A, Harrisburg, PA 17110