As it seeks to attract more international visitors to the U.S., Brand USA, the country’s marketing organization, is tapping a new agency for the effort. Spark is now Brand USA’s first creative agency of record, following a five-month review. The Tampa, Florida-based agency will handle creative development and research-driven campaigns for the group, with work expected to debut in Europe in the fourth quarter. A larger rebrand effort will roll out next year.
“Travelers are looking for really interesting and exciting things to do,” said Staci Mellman, senior VP of integrated marketing at Brand USA. “Many have been to the U.S. before, to Las Vegas or to Los Angeles, but once they get a taste of the U.S. they want to explore more and it’s our job as Brand USA to tell those stories,” she added, noting less popularized destinations such as Sante Fe, New Mexico, and Austin, Texas.