It began as an Obama initiative; became a Congressional Act and resulted in the first international tourism campaign ever undertaken by the United States. Working with JWT and partner John Doyle, we created a multimedia global campaign that invited travelers to 'Discover This Land Like Never Before'. Travel intent went up 20% in advertised markets, resulting in an increase of $3.4 billion in visitor spending, along with the creation of thousands of new jobs here at home. And then another President came along and killed it.
