Update on U.S. Travel and Tourism Promotion Campaign
March 11, 2004
- In February 2003 Congress appropriated funds for an international
marketing and promotion campaign to increase the number of international
arrivals to the United States.
- Secretary of Commerce Don Evans has appointed a 15-person U.S.
Travel and Tourism Promotion Advisory Board to provide advice
and counsel to the Department regarding the development, creation
and implementation of a fully integrated multinational campaign.
- In December 2003, the Department issued a Request for Quotation
(RFQ) seeking an advertising/marketing agency with multinational
- The Department expects to make an award under the RFQ in mid-March
and the campaign will begin shortly thereafter. The campaign will
only run in the United Kingdom due to limited funding. Approximately
$6 million is available for the campaign.
- The United Kingdom was chosen as the pilot for this program
after evaluating each market using the following criteria:
a. Market share rank,
b. resilience, and
c. return on taxpayers' investment.