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Profile: Travel Industry Association of America (TIAA)
Travel Industry Association of America (TIAA) was a participant or observer in the following events:
TIA logo. [Source: Conventions (.net)]At a rally at Chicago’s O’Hare Airport, surrounded by politicians and airline executives, President Bush exhorts the American public to begin flying again. The open, and unprecedented, endorsement of commercial airlines and tourist resorts by a sitting president is part of a “pro-consumption publicity blitz” launched by the White House in conjunction with the travel industry. “[O]ne of the great goals of this nation’s war [against terrorism] is to restore public confidence in the airline industry,” Bush says. “It’s to tell the traveling public: Get on board. Do your business around the country. Fly and enjoy America’s great destination spots. Get down to Disney World in Florida. Take your families and enjoy life, the way we want it to be enjoyed.” Bush’s remarks are part of a coordinated advertising campaign by the Travel Industry Association of America (TIA), which hinges on a series of “public service” television ads by Bush himself (see Early 2002). [White House, 9/27/2001; Roberts, 2008, pp. 90]
The Travel Industry Association of America (TIA) coordinates its effort with the Bush administration to sell America’s airlines and hotel chains to consumers after the 9/11 attacks (see September 27, 2001). According to the TIA, “Travel was also linked to patriotic duty with expressions, such as ‘A return to travel is normal. Restoring travel is restoring our country’s economy.’” President Bush, apparently unaware that sitting presidents do not normally appear in industry ad campaigns, appears in “public service” ads created by TIA. The ads are part of a $20 million advertising campaign steered by, among others, J. W. “Bill” Marriott of Marriott International, one of the world’s largest hotel chains. Marriott personally solicited Bush’s participation in the television advertisements, which run throughout the US and in a number of foreign countries for four weeks. According to TIA polls, the Bush ad campaign reaches 70 percent of Americans, and most understand it as an appeal to travel and spend money. In 2008, author and public policy professor Alasdair Reynolds will write, “Many Americans appreciated that there was something strangely out of kilter about the president’s prominent role in boosting consumption in a moment of crisis.” [Association of Travel Marketing Executives, 2002; Roberts, 2008, pp. 90]
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