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Brand USA FY 2011 Report

Brand USA FY 2011 Report

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Published by Amanda Carpenter
Corporation for Travel Promotion (Brand USA) 2011 annual report
Corporation for Travel Promotion (Brand USA) 2011 annual report

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Published by: Amanda Carpenter on Jun 27, 2012
Copyright:Attribution Non-commercial

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Brand USA Fiscal Year
2011
Annual
Report 
 
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DiscoverAmerica
.com
About
Brand USA
Brand USA was established by
the
Travel Promotion Act
in
2010
to spearhead the nation's first global marketing
effort
to
promote
the United States
asa
premier travel destination, communicate
U.S.
entry/exit
policies and procedures, and identify and correctmisconceptions
about
those policies. Formed
as
the
Corporationfor Travel Promotion,
the
public-private
entity
formally beganoperations
in
May
2011
and does business
as
Brand
USA.
Working
in close
partnership
with
the
travel
industry
to
maximize the economic and diplomatic
benefits
of
travel, and
through
its
call-to-action
DiscoverAmerica.com-Brand
USA inspiresinternational travelers
to
explore the United
States
of
America's boundless possibilities. This first-ever
effort
is
expected
to
putthe
United
States
on
equal
footing
with other
countries'
tourismefforts
and
bring
millions
of
new
international visitors
to
the'United
States
who
spend billions
of
dollars
during
their
travels-thus
creating thousands
of
new
Americanjobs
each year.
About
this Report
In
compliance
with the
Travel
Promotion
ACt,
BrandUSA submits this
report
for
fiscal year
2011
to
the
Secretary
of
Commerce
to
transmit
to
Congress
as
an
update
on
our
progress, activities, financialcondition, and
accomplishments
for
the
period
October
1.
2010
throughSeptember
30,
2011.
Although information
for
fiscal year 2012
(the
period
October
1,
2011
throughApril
30, 2012)
is
also
included
in this report,
it
is
important
to
notethat
these
accomplishments
represent
onlyhigh
lights
of
the
organization's progress
beyond
fiscalyear
2011.
In
May 2013,
the
comprehensive
and
official
report
for
fiscal year 2012 will
be
published.The
organization
is
funded bythe
private sector,
without
taxpayer
dollars. This
funding
is
matched
with
fees paid
by
international travelers
to
the
Electronic System
for
Travel
Authorization
(ESTA) program. ESTA
is
an
automated
system
implemented by the Department
of
HomelandSecurity in
2008
that
determines the
eligibility
of
visitors
from 36
visa waiver countries
to
travel
to
theUnited
States
under
the
Visa Waiver Program
(VWP).
ESTA
authorizations
are generally vaiid
formultiple
trips
over
a
period
oftwo
years
or
until
the
traveler's
passport
expires, whichever comes first.
50
States,S
Territories,
One United
Effort
 
Mission and Vision
OUR,MISSION
Brand USA was
created
with
the purpose
of
promoting
international leisure, business.
and scholarly.
travel
to
the
United
States and
maximizing the economic
and social
benefits
of
that
travel
for communi
ties across
the
country.
OUR VISION
Brand USA will
be
responsible
forpositioning
and
promoting
the United
States
as
a
compellingdestina
tion
for
international travelers,
inspiring
visitors
with
a refreshed
understanding
that
there
is
no
place in
the world
like
the
United
States
of
America with
its limitless
destinations
and
attractions. We
will build aworld-class
teamand
organization that
will execute an
integrated
marketing
and
communications
strat
egy
designed
to
deliver
the highest
possible return
for the
United
States-in
the form
of
job
creation,GDP and
export growth,
and increased federal
tax
revenues.Brand USA Fiscal Year
2011
AnnualReport
to
Congress 1 .

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