Brand USA_Case Study外文翻译.pdfVIP

Discover this land, like never before. Brand USA 4A’s Jay Chiat Awards NEW BRAND IN BRIEF USA. Three simple letters jam-packed with perceptions… and misperceptions. There was a time when Times Square and The Grand Canyon were enticing enough to attract tourists worldwide. But 9/11-era airline security, unpopular foreign policy, and increasing interest in “newer” destinations has led to the first-ever decline in US tourism. This is the story of a country that was once the world’s darling, but whose reputation had become tarnished among foreign tourists over the past decade — costing America thousands of jobs annually, and billions in tourism spend. In the Fall of 2011, we were tasked with turning this around. We would create America’s first tourism brand from scratch — across multiple languages and touch points, to an audience as large as the world… all in less than eight months. But, how does one sell America to the world? We will show how Planning uncovered the insights needed to craft a creative strategy that would welcome international tourists back to our shores, help them see the US through fresh eyes, and remind the world why it fell in love with America in the first place. This is the story of how we helped the world rediscover this land, like never before. THE SITUATION America — no longer the world’s darling There was a time when the USA was considered the world’s beacon, a place that held a dream for all. But complicated entry procedures, unpopular politics, and the emergence of newer, hipper travel destinations conspired to lure tourists elsewhere. Our share of the booming global tourism market had declined 37% over the last decade, resulting in 467,000 lost jobs annually and $606 billion in lost revenue. America had become “middle-aged,” neither as attractive as the timeless, historical destinations of Europe, nor as alluring as the newcomers of the East. As the only indu