JWT, MediaCom land $200M global US tourism account

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

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

The client, The Corporation for Travel Promotion (CTP), was created last year to take a public-private partnership approach to attracting international visitors to the US. It has a $200 million budget to back what it says will be America's first global marketing campaign, which is expected to launch next year.

Jim Evans, CEO 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.

This article originally appeared on the website of Campaign, the sister publication of Direct Marketing News under Haymarket Media.