Brand USA names Hylink as agency of record in China

China’s independent digital advertising and media firm Hylink has been named agency of record in China for Brand USA, the organisation responsible for promoting the US as an international destination.

Brand USA’s efforts in China will be guided by Hylink, including branding, media interaction and partnerships, content creation, social media and influencer activities, and more.

More than 3 million Chinese travellers are expected to visit the US this year, which is projected to support about 45,000 incremental US jobs. Brand USA’s goal is to welcome at least 5 million Chinese visitors each year by 2020.

“This past November, we wrapped up an extremely successful US—China Tourism Year, which helped to propel the ongoing flow of Chinese travelers who opt to visit the United States,” said Chris Thompson, Brand USA’s president and chief executive officer.

“We are confident that Hylink, with its demonstrated expertise across the digital landscape, will help us build on the momentum that we gained with our China marketing in 2016,” he added.

“With the acquisition of this Brand USA contract, we will be adding a number of jobs in our Los Angeles office, and more than 20 new positions in New York City,” said Humphrey Ho, managing director, Hylink Digital US.

Meanwhile, Brand USA’s new consumer campaign is launching in 11 international markets including: Australia, Brazil, Canada, China, France, Germany, India, Japan, Mexico, South Korea, and the UK.

Brand USA also produced 15 versions of a new website in 8 different languages, with each international market having a customised version in its home country language.

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