U.S. Tourism Body Announces New Media Agency as Record Holder: R&R Partners Takes Charge
Revised Article:
Brand USA has handed over its tourism marketing duties to the independent agency R&R, effective December 15. The change comes after a review process launched in September, when Brand USA issued a Request for Proposal (RFP), Sebastian. This switch was from GroupM's EssenceMediacom. Now, R&R is in charge of strategizing, planning, and purchasing media for Brand USA.
With R&R at the helm, they're prepping multipronged campaigns with international scope for Brand USA, aiming to bump up international tourism in the US. In-house experts managed the selection process without employing a pitch consultant. Brand USA remained tight-lipped about other agencies it invited to pitch.
Being part of the Worldwide Partners network, R&R is linking up with three other network agencies: Ardmore (UK), Hylink (China), and Propeg (Brazil) to work on this ambitious project together.
While specifics about R&R's media strategy for Brand USA aren't readily available, we have some insights into how organizations like Brand USA might tackle international tourism promotion:
Taking On Tourism Boost
Brand USA's Job
Brand USA is a partnership between the public and private sectors focusing on attracting more international tourists to the US. Their modus operandi includes:- Highlighting the country's countless destinations and experiences via diverse media platforms.- Collaborating with travel industry stakeholders, like state tourism boards and private businesses.- Keeping in touch with international media to spotlight U.S. travel destinations and combat unfavorable opinions.
Cross-Border Collaboration
International collaboration is vital for Brand USA. Highlights:- Partnering up with international tourism boards and travel operators to peddle joint travel packages.- Keeping a steady flow of positive press in important international markets.- Countering negative media narratives about U.S. travel through effective public relations tactics.
Roadblocks and Adjustments
Recent hurdles faced by Brand USA include:- A 14% drop in international visits from the previous year in March, partly resulting from global economic uncertainties and tougher border policies[4].- Incoming tariff and border policies have stirred up media relations issues, with several international travel editors turning down pitches from U.S. tourism boards[2].- Recent shifts in the Brand USA board, as the Trump administration canned five members, which may impact tactical direction[3].
Media Management Method
To effectively manage media for boosting international tourism, R&R or similar agencies might:- Monitor international media sentiment about the US to pinpoint areas that need improvement.- Customize messaging to balance out negative perceptions and emphasize U.S. attractions.- Engage with international media consistently to ensure ongoing positive coverage of U.S. destinations.- Employ digital strategies, like leveraging social media and travel influencers, to connect with international audiences directly.
- With R&R now handling the media strategy for Brand USA, they might employ digital technology, such as social media and travel influencers, to foster direct connections with international audiences, thereby driving growth in international tourism business.
- In the realm of international tourism finance, both Brand USA and R&R could potentially engage in cross-border collaborations with tourism boards and travel operators, using technology to create joint travel packages and maintain a steady flow of positive press in key international markets.
