Thomas Cook Group and Brand USA, the destination marketing organisation for the US, have announced a cooperative marketing agreement aimed at promoting the US as the world’s leading destination for European visitors.

The multimillion dollar agreement is the biggest media and partnership deal Brand USA has made with a travel retailer in Europe, and is part of a fully integrated omni-channel campaign targeting travel-intenders across the operator's platforms from online through to in-store, direct and inflight.

The partnership, which will initially last for three months from its launch this month and run simultaneously across the UK, Germany, Belgium and the Netherlands, will see the two companies embark on a high-profile, multi-media campaign that utilises all of the holiday company’s consumer and trade touch-points.

It will include in-store promotions across the operator's retail estate, prominence in brochures, a variety of social media activities and dedicated sign up by staff to Brand USA’s new agent training tool – the USA Discovery Program; as well as innovative print and digital marketing activity.

twn Are you sure that you want to switch to desktop version?