JWT has created what claims to be the United States’ first-ever global consumer brand, the Brand USA project, for US government organisation The Corporation for Travel Promotion.
The identity is set to be unveiled in London on 7 November.
Working with WPP sister consultancy The Brand Union and PR agency Hill & Knowlton, JWT’s New York office has named the brand, developed an identity and a brand manifesto.
The CTP did not start searching for its consultancies until July and the consortium of agencies were not appointed until late August.
WPP says its consultancies beat ‘two undisclosed global agencies in a pitch’.
The CTP, which is understood to have a $200 million (£125 million) budget, was set up in 2010 as a partnership between the travel industry and federal government to market the USA to international visitors and in turn create jobs in the industry and economic growth.
Launching at the World Travel Market in London on 7 November a discussion of the ‘rigorous strategic positioning and brand identity process’ is promised by CTP.