Skift Take

ebookers' iPad app is probably smart placement for Brand USA as it tries to attract tourists from abroad. ebookers' integration of the troubled Apple Maps is a head-turner.

Orbitz Worldwide and Brand USA, the public-private marketing effort to attract inbound tourism, have initiated a multifaceted advertising partnership.

As part of the effort, Brand USA advertising for its DiscoverAmerica.com consumer site permeates the just-updated ebookers Explorer iPad app. London-based ebookers, with a presence in Europe and Asia, is an Orbitz Worldwide business.

Search for Napa Valley and the Brand USA advertising appears, for instance.

The Orbitz Worldwide-Brand USA partnership also entails in-kind advertising support geared for travelers outside the U.S. on Orbitz.com, CheapTickets, ebookers and HotelClub, all Orbitz Worldwide properties.

“When a destination marketing organization spends $1 in advertising on an Orbitz site, then Orbitz contributes $2 in additional advertising and Brand USA contributes $1,” says Orbitz spokesperson Tim Enstice. “It’s also important to note that it applies to advertising seen by customers accessing our sites from outside the U.S., with the goal of increasing travel into this country from abroad).”

The updated ebookers Explorer iPad app is optimized for iOS 6, and — bravely — includes integration of Apple Maps, which has been widely criticized for various errors since its launch.

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Tags: apps, brand usa, ebookers, ios, orbitz