Brand USA’s new CEO wants to narrow the marketing organization’s focus
Skift Take
Like any good startup, Brand USA is ready for its slight pivot from building up its marketing brand to creating a platform for collaboration with state and city tourist boards.
Chris Thompson’s transition from acting CEO of Visit Florida to Brand USA next month marks the fruition of the two-year-old startup's goal to structure itself along the lines of the successful marketing organization in Florida.
Visit Florida follows a three-tier marketing campaign that targets tourists within the state, around the U.S., and from foreign countries. Thompson describes Brand USA's focus as "narrower in scope" as its primary objective is to get foreign tourists to visit the United States, although there's no one-s
