JWT and MediaCom land $200m global US tourism account

JWT New York is to lead a global marketing campaign for the US after winning a pitch against two undisclosed agencies.

The Corporation for Travel Promotion: appoints JWT and MediaCom
The Corporation for Travel Promotion: appoints JWT and MediaCom

JWT partnered with MediaCom and other WPP sister agencies, branding specialist The Brand Union and PR shop Hill & Knowlton, to land the account.

The client, the Corporation for Travel Promotion, is a new body created to take a public/private partnership approach to attracting international visitors to the US.

It has a $200m budget to back what it claims will be America's first ever global marketing campaign, which is expected to launch next year.

Jim Evans, chief executive of CTP, said: "JWT's network is unparalleled, especially within our priority markets. They demonstrated impressive strategic insight and a genuine, shared passion for our mission."

The "Brand USA" strategy will be unveiled at the World Travel Market show in London in November.


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