Brand USA and Orbitz Worldwide Partner to Promote U.S. Destinations
Orbitz Worldwide has launched a partnership with Brand USA in support of the nation's first global marketing effort to promote the United States as a premier travel destination. As part of this collaboration, ebookers, a member of the Orbitz Worldwide portfolio of consumer travel brands, has launched an updated version of the ebookers Explorer app for iPad that prominently features Brand USA sponsorship for all U.S. destinations and introduces new features designed specifically for the iOS 6 mobile operating system.
Under the new partnership, Orbitz Worldwide will provide significant in-kind media support to Brand USA that will directly supporting its marketing strategies to incrementally increase international visitation to the United States in order to support economic growth and job creation. The U.S. tourism and travel industry is a substantial component of U.S. GDP and employment, with international travel to the United States supporting 1.2 million jobs alone.
In addition to supporting the U.S. economy, Orbitz said U.S. travel brands and destinations partnering with Brand USA maximize their international marketing reach when they choose to advertise on Orbitz Worldwide sites, including Orbitz.com, CheapTickets, ebookers and HotelClub – which are accessed by millions of customers outside the U.S. each year.
"Advertising on Orbitz Worldwide sites provides a valuable opportunity for U.S. destinations and travel brands to extend their reach in the international marketplace and exponentially increase their exposure," said Josh Winkler, vice president of partner marketing for Orbitz Worldwide. "Orbitz Worldwide maximizes the marketing spend of Brand USA's industry partners looking to attract international travelers, and we look forward to providing U.S. advertising partners with even greater return on their investment – as well as the potential for greatly increased travel to their regions."
The updated ebookers Explorer app for iPad, which debuted with Brand USA sponsorship integrated for all U.S. destinations, includes several new features, some designed specifically for iOS 6: Integration of TripAdvisor content, including restaurants, tours and attractions, and foursquare content such as arts & entertainment, food, shops & services, nightlife and the great outdoors; Apple Maps integration, adding a new dimension to content browsing and interaction; native iOS integration of Twitter, Facebook and iMessage, making it easier for users to share content found on the ebookers Explorer app; over 20 additional upgrades designed to improve the user experience and search functionality.
"To encourage increased international visitation to the United States and to grow America's share of the global travel market, Brand USA sought an innovative marketing partner that could leverage new cross-platform media programs," said Jiri Marousek, director of digital media for Brand USA. "We found that partner in Orbitz Worldwide and look forward to integrating their innovations into our promotion of the U.S. as a premier travel destination."