BRAND USA targets young visitors

BRAND USA has embarked on its first ever dedicated youth marketing campaign, signing at $4 million two-year deal with STA Travel.

The youth tour operator is aiming to increase its global sales to the US by 30% over the period. The mainly online campaign has launched in the UK, northern and central Europe, Asia, Australia and South Africa with a competition to win a road trip to the States.

STA Travel chief executive John Constable said: "We are delighted to be working together with

Brand USA on this ambitious campaign. We’ve seen the popularity and demand for the USA grow exponentially over the past five years and see this as an opportunity to carve out a unique

proposition about USA to the youth audience.

"Brand USA (the public-private partnership set up to promote the States) couldn’t have come at a better time; the USA has needed a consolidated marketing

approach for some time and we are very excited about working together to promote a very special landscape."