Marketing Brand USA, America’s external brand, takes one savvy marketer. There are 50 states, five territories and the District of Columbia, all with diversity in geography, tourist attractions, foods and culture.
Tom Garzilli, a former vice president of marketing at American Express, is CMO of Brand USA. He shares what it’s like to market the brand with a spend of about $140 million.
He talks about the challenges, his top priorities and why Brand USA may fall short of its marketing goal to bring 100 million international visitors annually to the U.S. by 2021.
What does it take to market Brand USA? Find out here …