Brand USA, ACVB roll out ‘Welcome’ campaign

William Pate, president and CEO, ACVB
William Pate, president and CEO, ACVB

Brand USA, the destination-marketing organization for the United States – in partnership with Hartsfield-Jackson Atlanta International Airport, Atlanta Convention & Visitors Bureau and Georgia Tourism – launched its “Market the Welcome” program to welcome travelers through the international arrival process at the world’s busiest airport. The program is also designed to inspire guests to visit and experience the greater Atlanta region and the state of Georgia.

Atlanta’s airport is the fifth U.S. airport to implement the Brand USA program. Each airport that has the “Market the Welcome” campaign in place in its international arrivals area features high-impact, inspirational imagery and welcoming language customized to the local and regional tourism market. At Hartsfield-Jackson Atlanta International Airport, there are 29 large panels across 14 gates in Terminal F with welcoming messages in multiple languages, including Korean, Portuguese, Spanish, German and Simplified Chinese, in addition to English.  

“Brand USA and its partners can provide the most inspirational and compelling storytelling about our country to travelers from around the world,” said Christopher L. Thompson, Brand USA president and CEO. “That story begins the moment international travelers arrive in the United States. We have an ideal opportunity to extend our hospitality, and thank our guests for choosing the USA for their travel experiences. The Atlanta airport presents great possibilities for conveying our welcome to international visitors and inviting them to discover the nearly limitless number of authentic travel experiences that the USA offers.

“It is our privilege to welcome visitors from across the world,” said Hartsfield-Jackson General Manager Roosevelt Council, Jr. “We hope to present those visitors with a true representation of the beauty and history that can be found throughout the city of Atlanta and the state of Georgia.”  

Council Jr. also noted that Atlanta was an obvious place to expand Brand USA’s Market the Welcome program. Hartsfield-Jackson Atlanta International Airport has been the world’s busiest airport for 19 consecutive years. More than 104 million passengers navigated through the airport in 2016, which represented a 2.6 percent increase over the previous year’s numbers. Travelers who fly into Atlanta are within a two-hour flight of 80 percent of the U.S. population.

“Hospitality is ingrained in Atlanta’s culture, and the Market the Welcome campaign allows our city to offer an immediate greeting to international travelers upon arrival,” said William Pate, president and CEO, Atlanta Convention & Visitors Bureau. “As home to the world’s busiest airport and a global gateway to the United States, Atlanta now has an even greater opportunity to maximize on the visitor experience.”

“We are excited to be a part of the “Market the Welcome” campaign that will allow us to provide travelers with a taste of our Southern hospitality as soon as they arrive in Georgia,” said Kevin Langston, GDEcD deputy commissioner for tourism. “This program showcases some of the many unique stories of our state and I know it will inspire our international visitors to set out and explore all that we have to offer. The international connections to and from Hartsfield-Jackson International Airport has allowed Georgia to welcome the world and we are ready to greet them.”