To market and drive awareness in India, [Brand USA] will follow a two phased approach. The first phase will be at a B2B level, wherein Brand USA and its repertoire of hotel representatives, tour operators, among others will engage with the travel trade in India. There will be road shows to educate the local trade about this new entity. The next phase, which will kick-start next year, will see consumer campaigns and representation on different media platforms.

With India being one of the key markets for U.S., the agency is nursing a target of achieving 1.3 million international travellers from India by 2016 and close to 15-16 million by 2020.