Brand USA Names SPARK Creative Agency of Record

SPARK has been named the Brand Strategy and Creative agency of record for Brand USA, the international destination marketing organization for the United States, following a competitive RFP process.

Under Brand USA’s direction, SPARK will focus on creative development and integrated marketing efforts by curating research-driven brand strategies, compelling brand creative, and striking advertising campaigns. The aim is to create a holistic approach that will increase international visitation to America and drive tourism spending to communities across all 50 states, five territories, and the District of Columbia.

“We are ready to usher in a new dawn of marketing; one that shapes the travel and tourism landscape and creates a heightened sense of desirability, inspiring the global traveler to visit the USA,” said Staci Mellman, Senior Vice-President, Integrated Marketing at Brand USA. “We are excited to work with SPARK as we embark on this journey of refreshing our brand by navigating the intersection of authenticity and wanderlust together to connect with the international consumer on a deeper and more emotional level.”

“Getting the chance to create fresh, timely perspectives and show travelers around the world what makes the United States amazing is truly exciting,” says Michael Peters, SPARK’s Founder & Chief Creative Officer. “We’re on the brink of a new travel era and keen on weaving together rich stories and views from the tapestry that is the 50 states, District of Columbia and its territories. Think about it – over 330 million people, countless awe-inspiring locations, and diverse experiences. We’re all about understanding what travelers really want and showcasing the boundless opportunities awaiting them here in the USA. We are ready to make travel dreams come true.”

About Brand USA

Brand USA, the destination marketing organization for the United States, was established by the Travel Promotion Act as the nation’s first public-private partnership to promote the United States as a premier travel destination and to communicate U.S. travel policies and procedures to worldwide travelers. The organization’s mission is to increase international visitation to the United States in order to fuel the U.S. economy and enhance the image of the United States worldwide. Formed as the Corporation for Travel Promotion in 2010, the public-private entity began operations in May 2011 and does business as Brand USA. According to studies by Oxford Economics, over the past ten years Brand USA’s marketing initiatives have helped welcome 8 million incremental visitors to the United States, benefiting the U.S. economy with more than $58 billion in total economic impact and supporting, on average, more than 37,000 incremental jobs a year. For industry or partner information about Brand USA, visit