Global Partner Program

Overview and Structural Cooperation

Travel South USA Global Partner Program (GPP) is a collaborative promotional program to create a larger share of voice and have a wider expanse of global marketing efforts for the South. Participating states share expenses on in-country promotional efforts on a year-round basis. The Global Partner Program provides a foundational base to cover Canada, Europe, Latin America, Asia, and Oceania.  It offers states a vehicle to have in-country representatives without having direct contracts and spending hundreds of thousands of dollars.

The Global Partner Program is a “Pay-to-Play” package. These value-added services are provided for the subscribers to each market program, and participating states and their partners are highlighted in programming.

Foundation Market Tactics

As outlined in Travel South USA’s Annual Program of Work, the 12-state region is supported by foundational marketing activities in Australia/New Zealand, Canada, China, Brazil, France, Germany, Italy, Nordic Region, The Netherlands, and the United Kingdom/Ireland and currently  include:

  • Global Research – Reports, Trends & Presentations
  • Digital Marketing & Advertising
  • Social Media – Global Channels
  • Industry Communication
  • Event Marketing
  • Travel South International Showcase
  • PR & Earned Media Efforts

Deliverables

  • Full year-round in-market representation
  • Monthly reporting and intelligence
  • Enhanced research & product/trend analysis
  • Travel trade meetings, trade shows, missions
  • Brand management in-country on websites and association listings
  • Coordination of Brand USA co-op opportunities
  • Appointment assistance at IPW
  • PR, journalist, and influencer programming
  • Limited storage and fulfillment services

Full Year-Round Representation Includes:

Global Partner Program Meetings & Monthly Reports

In-country rep firms will hold two meetings annually with Global Partner Program participants to discuss key objectives; these meetings will occur during onboarding webinars (Jun/July) and International Showcase (Nov/Dec).  In 2022, we will also be conducting meetings during Global Week in April.  Zoom meetings can also supplement face-to-face meetings, if necessary.

In-country rep firms will submit a monthly report to Travel South USA summarizing market trends and news, sales and marketing activities, contacts made, new programs in progress, and media value summary. Reports include press clippings and monthly expenditure breakdowns and are accessible via Boardpaq.com to participating states.

Travel Trade Sales Calls & Seminars

In-country rep firms will complete in-office sales calls and staff presentations to tour operators focused on Visit USA products and, specifically, southern destinations. Each country’s work plan varies; however, firms must complete a minimum of four (4) monthly in-office sales calls and twice (2) monthly staff presentations/training sessions to tour operators or travel agents, reaching 100+ operators/agents annually. Those rep firms will also attend and be active in the Visit USA committees and attend IPW.

Air Carrier Relationships

In-country rep firms will create and maintain beneficial relationships with the management and staff of U.S. air carriers and foreign airlines to develop familiarization programs, travel trade missions, and promotional events.

Articles for Newsletters

In-country rep firms will write, edit, and distribute newsletters to trade contacts, press, and consumers. Each country’s work plan varies; however, firms must complete a minimum of four (4) communications annually.

Press Releases

In-country rep firms will write, edit, and distribute press releases as necessary, up to 4x annually, included at no additional cost. The rep firm will coordinate follow-up and report.

Enhanced Trade Research & Product Analysis

In-country rep firms will create a product inventory as a comparable point and reference for the marketing efforts regarding trade. The product inventory will summarize the following items:

  • Complete overview of all tour operators’ product offerings in the South
  • Short description of the offered product – featuring the participating states
  • Published in brochure, online, or both
  • Number of days offered per package/tour
  • Type of product: group tour, fly & drive, fixed, or flex
  • Seasons in which the tour is offered

This valuable report is only available to participating states.

Brand USA Co-ops

In-country rep firms will stay current with opportunities created by Brand USA co-ops. Travel South USA, the reps, and the Global Partner Program participants will review opportunities on a bi-annual basis (Nov/Dec & May/Jun) to decide what, if any, opportunities may be considered.

Specific Travel Trade & Journalist Activities

  • Familiarization Tours: In-country reps will coordinate and organize Visiting Journalists and Travel Trade familiarization tours per-project basis.  We encourage operators to participate in the Super FAMs offered in conjunction with International Showcase, so we rarely host operators. Based on budgets, TSUSA will coordinate the flights, ground services, transportation, schedule of activities, and other necessary items as determined for media.  This is exclusively for vetted and credentialed media, and requests are on a case-by-case basis. TSUSA standard practice includes at least two states involved, and we prefer three state itineraries.
  • Trade Shows/Road Shows: In-country reps will organize and staff trade shows/roadshows as agreed upon within budget.​

Travel Trade Fulfillment

In-country rep firm will distribute tourism information to the in-country trade on behalf of the participating states.