Why Brand USA chose Spark as first creative AOR

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. The revitalized effort comes amid changes in travel behavior from consumers following the pandemic. For example, travelers’ interest in experiencing a culture and its people is a change brought on by COVID-19 restrictions, noted Dulani Porter, executive VP and partner at Spark. She said that before the pandemic, travelers had a bucket list of destinations, but are now doing more soul-searching. “There is a real rise we are seeing in more meaningful motivations and transformative travel, versus just going,” Porter said. Established 13 years ago by the Travel Promotion Act, Brand USA is a public-private partnership funded by industry businesses and matching funds collected by the U.S. government. Previously, the organization has worked with a variety of agencies for different marketing needs, including Code and Theory for digital work and JWT in 2012. See America's Hottest Brands 20 brands that are trending in 2023 Click here The new agency appointment comes at a time when visitors to the U.S. have yet to reach pre-pandemic levels. While the number of visitors in 2022 was up significantly over 2021, today’s figures are trailing 2019, according to Mellman, who said the organization expects a full recovery by 2025. ~ ~ ~CLARIFICATION: This story has been updated to show Spark was hired as Brand USA’s first creative agency of record.

Why Brand USA chose Spark as first creative AOR

Featured Stories