U.S. Commerce Dept. Drafts Dream Team

BOSTON The Department of Commerce has tapped Edelman, M&C Saatchi and BVK, dubbed the “Visit America Alliance,” to handle a $6 million U.S. tourism assignment.

“It is exciting for those of us in the tourism marketing community to see the federal tourism campaign for the United States come to fruition and we of course are proud to be associated with it,” said Cathleen Johnson, executive vice president, general manager and leader of independent Edelman’s tourism practice, in a statement.

The trio of independent shops will craft an integrated campaign, including advertising, relationship marketing and public relations, that will initially target visitors from the U.K. during the first year of the program. The contract runs for three years. In the U.K., Walker Media will handle media planning and buying duties.

The upcoming campaign marks the first federal initiative in almost a decade of marketing the U.S. as a destination. The team won the business after a review.

Edelman and M&C Saatchi are handling the business from their offices in Chicago and Los Angeles; BVK is headquartered in Milwaukee.