To increase the attractiveness of the United States as a destination for recreation and travel, the organization Brand USA launches an advertising company. Within its framework, the US logo was developed, the country's website discoveramerica.com was launched, on which the country is presented as a brand.
Organization Brand USA was created by the US Congress last year, it was called Corporation for Travel Promotion. The first advertising campaign is still being developed, it will be launched presumably in March next year. The company's budget will be about 200 million US dollars. Among the organizations working for Brand USA, are called JWT, mediacom, brand union (development of corporate identity), Hill & Knowlton.
The country logo has already been introduced, which will be used in all promotional materials, it is the abbreviation USA, lined with colored dots, and the name of the site DiscoverAmerica.com. The main goal of the advertising campaign will be to attract tourists to the country and increase the attractiveness of the United States in the eyes of foreign visitors and investors.