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.

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 was established in 2010 and funded in part by a new levy on international travellers arriving in the US. Its goal is to see 1.6 million new international travellers visiting the US annually.

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.”

Bob Jeffrey, chairman and CEO of JWT Worldwide, said the win was an “honour” for the agency. “We are honoured to be a part of such an important mission, the benefits of which will be felt in communities around America,” he said, adding that JWT offered an important mix of US experience and international network. “From the beginning (of the pitch process), there was great chemistry and a shared enthusiasm, and JWT — a company with a near 150-year history rooted in both American and global culture — was the obvious best choice.”

The agency has not revealed any details of its plans for the upcoming campaign, although it is understood research data and market insights from JWT’s offices in Asia were used in the pitch.

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