Doctor's Review: Medicine on the Move

October 18, 2021
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Please come again

Ever seen a tourism ad for the entire US of A? That’s because there aren’t any, but that’s about to change. Formerly the US’s Corporation for Travel Promotion (established last year), Brand USA was unveiled last month as “America’s first-ever global consumer brand.” Its purpose? A unified marketing strategy that’ll encourage international travellers the world over to visit the good ol’ US. In other words, the States need some moola and they want ours. Canadians are already generous though. Along with neighbouring Mexico, we apparently visit quite a bit. The goal is to get others to do the same. Surely. The average overseas visitor spends US$4000 per trip; 35 visitors, or US$140,000 of spending, supports one new American job. In addition to its new logo that’s supposed to be “fresh, welcoming and inclusive” — it’s a collection of multicoloured dots that’ll serve as a vessel to showcase diverse images of people and destinations — Brand USA has a new site: Its global marketing campaign begins in March 2012.

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