The Corporation for Travel Promotion, which was launched by the U.S. Congress last year in an effort to compete for international visitors and subsequent job creation, has tapped JWT NY as its global marketing AOR. As a result, the agency will spearhead the CTP’s first ever global marketing campaign under the banner of “Brand USA” to lure travelers from abroad.
JWT beat out DDB and Ogilvy in a review to win the $2oo million CTP account according to reports. It took some help, though, as the agency partnered with WPP siblings Mediacom, Hill & Knowlton and The Brand Union to win the non-profit group’s business. In a statement, Jim Evans, CEO of the Corporation for Travel Promotion, says, “JWT’s global network is unparalleled, especially within our priority markets. They demonstrated impressive strategic insight and a genuine, shared passion for our mission. I’m excited to welcome them as a strategic marketing partner to what will be a world-class team.” We’ll refrain from repeating the famous line from Team America, but the marketing campaign is intended to “showcase America to the world, and drive economic growth and job creation in communities across the nation.”
JWT will be getting down to business rather quickly as the marketing and brand strategy is set to be unveiled in November at World Travel Market in London before it’s implemented in 2012.