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U.S. Depart. of Commerce Launches Tourism Campaign in Japan

July 27, 2006

U.S. Depart. of Commerce Launches Tourism Campaign in Japan
July 27, 2006 – The United States Department of Commerce launched its International Tourism Promotion Campaign in Japan in July, using the "You’ve Seen the Films, Now Visit the Set" campaign. This campaign highlights films featuring U.S. destinations that showcase America as an exciting place to visit.

Based on detailed consumer research, the Office of Travel and Tourism Industries and the Visit America Alliance designed, developed and implemented a fully integrated marketing campaign encouraging Japanese travel to the United States.

Advertising components include television, cinema, and station posters, as well as in-store and on-line special promotions.

  • The objectives of the campaign are:

     

  • Increase awareness of the United States as a travel destination

     

  • Increase positive perception of the United States as a travel destination

     

  • Increase interest and future intent to visit the United States

     

  • Increase economic benefits from visitation

    The Travel Industry Association of America has donated the use of their Web site to promote this campaign, which can be found at SeeAmerica.com. TIA has implemented a newly enhanced Web site with refreshed content and translated a significant portion of the material; making the site more consumer-friendly to the Japanese market.

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