LONDON, Engelane - Mokhatlo o ikarabellang bakeng sa ho bapatsa United States ho baeti ba lefats'e kajeno o senotse "Brand USA," lets'oao la pele la lefats'e la bareki la Amerika. Pele e ne e tsejoa e le Koporasi ea Phatlalatso ea Maeto, empa hona joale e etsa khoebo e le Brand USA Inc., sehlopha se ile sa hlahisa maemo le leano la sona lefatšeng ka bophara ka pel'a bamameli ba machaba ba litsebi tsa maeto le libaka tse eang London. Ho thehoa ha lets'oao le lecha la lefats'e la Amerika ke mohato oa pele oa bohlokoa ho nts'etsopele ea boiteko ba pele bo kopaneng ba naha ba ho bapatsa. Brand USA Inc. e tla thakgola letsholo la bona la pele la semmuso la papatso le papatso nakong ya selemo sa 2012 ho mema baeti ba lefatshe ho etela Amerika bakeng sa boikhathollo, kgwebo le merero ya thuto.
Nakong ea ketsahalo ea ho qala khoebo ea London's British Academy of Film and Television Arts (BAFTA) hoseng hona le seboka sa boralitaba se ileng sa latela ExCeL London, babuelli ba Brand USA ho kenyeletsoa Ofisiri e Moholo Jim Evans le Chief Marketing Officer Chris Perkins ba senoletse lintlha mabapi le lebitso leo e ile ea thehoa. Le hoja qalong e ne e kenyelelitsoe e le Mokhatlo oa Phatlalatso ea Maeto, mokhatlo o se o tla be o etsa khoebo e le Brand USA Inc. ka boiteko ba ho hokahanya leano la mofuta le melaetsa ea khoebo ka ho hlaka.
“United States e fana ka libaka le liphihlelo tse ngata tseo ho seng tse ka bapisoang le tsona ’marakeng oa lefatše,” ho boletse Evans. "Joale, ka ho theha Brand USA, re mema bahahlauli ba lefats'e ho tla ho re etela, le ho iphumanela menyetla e se nang moeli."
Ho latela Brand USA, logo e entsoe hore e be "e ncha, e amohelehang le e kenyelletsang batho bohle." E lakatsa ho hopotsa lefatše hore “United States of Awesome Possibilities e amohela e mong le e mong.” E na le pokello ea matheba a kopanang ho etsa litlhaku USA. Matheba a tla sebetsa joalo ka sekepe seo ka sona Brand USA e ka bonts'ang mebala le litšoantšo tse fapaneng tsa batho le libaka tse eang ho pholletsa le Amerika, e totobatsang menyetla e sa lekanyetsoang ea United States. E ke ke ea khomarela moralo o le mong oa 'mala. Letšoao le boetse le hlahisa URL DiscoverAmerica.com, sebaka sa marang-rang sa bareki sa Brand USA.
"Seo se susumetsang haholo ka United States ke hore ha ho letho le ka hlalosang hore na re bo-mang re le sechaba. Moeti e mong le e mong le boiphihlelo bo bong le bo bong bo thusa ho theha moetlo oa setso sa Amerika, mme Brand USA e kenyelletsa moea ona, ”ho boletse Perkins. "Ha re qala letšolo la rona la ho bapatsa le ho bapatsa lefatšeng ka bophara selemong se tlang, re tla khona ho fihlela bamameli ho pota lefatše ka ho bonts'a tse ntlehali tsa Amerika le ho phatlalatsa molaetsa oa hore re amohela baeti ka matsoho a mabeli."
Lenane la ho bapatsa la bohahlauli la pele ho naha la United States le ile la thehoa ke Molao oa Phatlalatso ea Maeto, molao oa koporasi o fetisitsoeng ka Hlakubele 2010. Tšebelisano ea sechaba le poraefete lipakeng tsa indasteri ea maeto le mmuso oa US, Corporation for Travel Promotion - eo hona joale e leng Brand USA. Inc. - e ile ea qosoa ka ho eketsa ketelo ea machaba United States ka boiteko ba ho bapatsa le ho bapatsa ho ntšetsa pele tlhahiso ea mesebetsi le kholo ea moruo. Mokhatlo o etelletsoe pele ke indasteri ea poraefete e okametseng Lefapha la Khoebo le US Congress. Lenaneo le tšehelitsoe ka lichelete ka ho kopanya matsete a lekala la poraefete le lichelete tse bokeletsoeng ke Lefapha la Tšireletso ea Naha ho tsoa ho baeti ba machaba ba etelang United States tlas'a Lenaneo la Visa Waiver. Ha ho lidolara tsa balekhetho ba US tse sebelisoang ho tšehetsa lenaneo lena. Ntlo-kholo ea Brand USA e Washington, DC.
"Brand USA e fihlile, 'me hase feela letšoao la bohahlauli," ho boletse Stephen J. Cloobeck, Molula-setulo oa Brand USA le Molula-setulo le CEO oa Diamond Resorts International. "Ke lets'oao la lefats'e la lekholong la bo21 la lilemo le tla thusa ho beha sechaba sa rona se seholo 'marakeng bakeng sa maeto - le ho tsamaisa mesebetsi ea moruo, ho kenyeletsoa le libilione tsa tšebeliso e ncha, mashome a likete a mesebetsi e mecha e fanang ka bopaki ba kantle ho naha le lekeno le hlokoang haholo la lekhetho. e khothalletsa khōlo e matla likarolong tsohle tsa United States.”
SEO U LOKELANG HO SE NKA HO SEHLOOHO ENA:
- During a brand launch event at London’s British Academy of Film and Television Arts (BAFTA) this morning and a subsequent press conference at ExCeL London, Brand USA spokespeople including Chief Executive Officer Jim Evans and Chief Marketing Officer Chris Perkins revealed details about the brand and how it was established.
- The dots will serve as a vessel through which Brand USA can showcase diverse colors and images of people and destinations across America, emphasizing the boundless possibilities of the United States.
- The program is funded through a combination of private sector investment and funds collected by the Department of Homeland Security from international visitors who visit the United States under the Visa Waiver Program.
