Marriott International, the Walt Disney Company and Best Western International have made a multimillion-dollar "investment in job creation and economic growth for America," according to Brand USA, which announced this week that each of the three companies has committed $1 million in contributions to Brand USA for the purpose of promoting international travel to the United States.
The contributions are especially significant, Brand USA said, because in FY2012 the federal government will match private sector contributions two to one, which means the companies' investments will yield $21 million in new funds for Brand USA.
"We are incredibly proud and grateful that these three iconic brands have chosen to invest at such a significant level in Brand USA," said Brand USA CEO Jim Evans. "Recently President Obama called for a national travel and tourism strategy to attract more international visitors, and Brand USA is a major pillar of that. This is more than an investment in a marketing program — it is an investment in job creation and economic growth for hundreds of visitor destinations across America."
According to Evans, Brand USA already has received dozens of financial commitments from other businesses, destinations and even individuals across the country.
"We are well on our way to reaching and exceeding our target of $100 million in FY12," he said. "Brand USA already has great momentum, which will ensure a strong budget for the global marketing campaign we are preparing to launch in April."
The investments from Marriott, Disney and Best Western will be used to fund advertising, new media marketing, in-country representation, international trade show presence and other forms of marketing to international travelers. The funding also will be used to build sustaining programs such as sponsorship and cooperative marketing opportunities that will ensure a long-term source of revenue for Brand USA, which will be required by law after FY12 to be at least 50 percent funded by the private sector.
"We are proud to make an investment in Brand USA because we know that the more people learn about America, the more they want to visit," said Marriott Chairman and CEO Bill Marriott. "And the more they travel here, the more cultural barriers between people fall and jobs are created that power this country's economic engine."
Formerly known as the Corporation for Travel Promotion, Brand USA was launched in November as America's first-ever global consumer brand, charged with marketing the United States to international travelers via a public-private partnership. For more information, visit www.thebrandusa.com.