Brand USA in partnership with Explore Minnesota and the Metropolitan Airports Commission, has unveiled a Market the Welcome program to inspire and welcome international visitors with the Minnesota experience, the company said.
The program is now live in both terminals at Minneapolis-St. Paul International Airport (MSP).
MSP is the third airport in the nation to implement the program as an integral part of Brand USA´s new branding and marketing strategies. The program works in support of the country´s national goal and airport-specific action plans developed by the US Departments of Homeland Security and Commerce in response to President Obama´s Presidential memorandum on entry policy in May 2014. The national goal calls for the United States to provide a best-in-class arrival experience, as compared to our global competitors, to an ever-increasing number of international visitors while maintaining the highest standards of national security.
The Market the Welcome program is designed for gateway airports, offering customized display graphics and templates with welcoming messaging, impactful photography and more — all of which is customized to feature local attractions, history, cuisine and personality.
Brand USA is a destination marketing organization for the United States, established by the Travel Promotion Act as a public-private partnership to promote the United States as a premier travel destination and to communicate US visa and entry policies and procedures to worldwide travelers.