Brand USA, the public-private partnership charged with promoting travel to the US, will challenge a range of perceptions about visiting the country when it launches a $200 million integrated campaign next year.
Once it decides what countries to target, the organization will determine the biggest barriers to US travel, particularly in nations such as Japan, where the US has lost a significant share of the international travel market.
“We want to identify low-hanging fruit, in terms of those people who ...