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USA Discovery Program


The mission of Brand USA is to encourage increased international visitation to the United States and to grow America’s share of the global travel market. Brand USA works in close partnership with the travel industry to maximise the economic and social benefits of travel.

With training programmes already existing for many destinations within the USA, such as Florida and New York, Black Diamond saw the opportunity for a unified platform highlighting the diversity of the USA.

What we did

Black Diamond brought its strategic travel industry, digital and research expertise together to develop a clear direction for the platform, collecting insight from all areas of the travel trade. Executing a complete service, we delivered everything from full front and back end development through to content creation, global training, and ongoing promotion and reporting. We continue to maintain and support the platform, and it remains on a proactive and innovative development path.

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Results and outcomes

Launched in the UK & Ireland in the summer of 2013, the engaged agent community has surpassed 12,000 members and continues to grow. It is live in six global markets with six more set to launch in the next 12 months.

The USA Discovery Program is recognised as an industry leader in online training in the travel industry, having won a number of industry awards. It continues to develop and to be a core piece of Brand USA’s agent engagement initiative.

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