www.tia.org
More Than Two-Thirds Of American Population
Saw President Bush Travel Recovery Ad
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| Washington,
DC � January 2002 � The recent travel industry recovery ad featuring President
George W. Bush and travel industry employees was viewed by an incredible
70 percent of American consumers, according to research by the Travel
Industry Association of America (TIA). That translates to 145 million
U.S. adults. Equally important, more than half (55%) of the U.S. adult
population accurately described the ad.
President Bush appeared in his first-ever advertisement encouraging Americans to start traveling again and see America as part of a domestic and international advertising campaign organized under the banner of TIA. The spots began airing November 21, 2001 in the U.S. and internationally and ran for four consecutive weeks. The ads were part of a broad Travel Industry Recovery Campaign and were funded by voluntary contributions from every segment of the U.S. travel and tourism industry. �We were all optimistic about what those TV ads might accomplish but this research shows the ads exceeded even our highest expectations. We could not have hoped for better exposure or a clearer understanding of our message,� remarked William S. Norman, president and CEO of the Travel Industry Association of America. �We are deeply grateful to J.W. �Bill� Marriott for his dedicated involvement in this industry recovery effort, from personally raising the $15 million to air the ads to leading the production effort.� When asked what the main point of the advertising was, 36 percent said it was trying to convince Americans they should travel or that it is safe to travel, 28 percent said it was trying to convince Americans to return to their normal lives, 24 percent said it was trying to alleviate fears about general safety in the U.S. and 21 percent said it was trying to get Americans to spend money to boost the economy. Through the continued generosity of industry members, the Travel Industry Recovery Ad continues to air regularly via OnCommand and Spectra Vision in countless hotel rooms, and on Carnival Cruise Lines, Amtrak, and others. All of this multiplies the ads' impact. The
domestic and international ads can be viewed online by visiting TIA�s web
site at
TIA is the national, non-profit organization representing all components of the $582 billion travel industry. TIA's mission is to represent the whole of the U.S. travel industry to promote and facilitate increased travel to and within the United States. Contact:
Travel
Industry Association of America
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Small Business Hospitality Association (SBHA) |