With anti-American sentiment abroad reaching a fever pitch, the U.S. Department of Commerce’s new agency team will target ally Britain in an effort to reinvigorate tourism to the U.S. and find the best value for its shrunken ad budget.
Seeking an agency with tourism expertise as well as the ability to stretch marketing dollars, the department last week selected a trifecta of independent agencies—Edelman, M&C Saatchi and BVK, together dubbed the “Visit America Alliance”—for the $6 million, one-year contract.
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