Marketing Currents - Business and Marketing Current Events

How Brand USA Markets America To Foreign Visitors


At Brand USA, a public-private partnership with the mission of “marketing the United States as a desirable destination for international tourists, conferences and business,” the ongoing pandemic has obviously been disruptive.

I recently asked Brand USA CMO Tom Garzilli to fill us in.

Click here to read the story at

Discussion Questions:

  1. Why are tourists important to the United States?
  2. How has the pandemic impacted the hospitality and travel industry?
  3. What is destination marketing?
  4. What is market segmentation?
  5. What is geographic segmentation?
  6. What is a target market?
  7. Who is Brand USA?
  8. Based on information from this story, how does Brand USA change its marketing approach based on target market?
  9. What is market research?
  10. How has market research helped to guide Brand USA’s marketing strategy?
  11. Why is it important for marketers to evaluate the effectiveness of their marketing campaigns? How does Brand USA approach this process (based on information from the story)?
  12. What types of career opportunities might a company like Brand USA provide?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.