Brand USA Launches First Global Tourism Campaign
By Kate Rice
April 23, 2012 12:38 PM
Brand USA is launching the first-ever global marketing campaign for the United States, one designed to show the myriad experiences the U.S. has to offer. It features an original theme song written by Roseanne Cash, herself a part of an iconic American country-music dynasty. Brand USA unveiled the new campaign atInternational Pow Wow, the largest U.S. travel trade show this week in Los Angeles. “Discover this land, like never before" is the campaign's theme. “Our goal is nothing short of rekindling the world’s love affair with the USA—the place, the spirit and the dream,” said Jim Evans, Brand USA’s CEO.
Cash, daughter of American music legend Johnny Cash and Grammy award-winning singer/songwriter, has composed an original song, “Land of Dreams.” The first round of ads features Cash playing the song under New York’s Brooklyn Bridge, accompanied by musicians from around the world. As part of its marketing efforts, Brand USA is inviting musicians from around the world to perform their music in their favorite U.S. cities and towns, profiling their trips and favorite things about the U.S. online and through social media. “Land of Dreams” is available for free download at DiscoverAmerica.com. For a look at the new video, click on "Land of Dreams."
The campaign includes 15-, 20- and 60-second television spots, as well as digital, billboard and print advertisements. It also has Facebook, Twitter and YouTube pages that publicize promotions and engagements in the countries in which the marketing campaign is running. The website, www.DiscoverAmerica.com, has been relaunched to be a visitors’ information portal for trip planning. The campaign starts May 1 in the U.K., Japan and Canada, with a budget of $12.3 million for the first three months. The next part of the campaign will target Brazil and South Korea, with several other markets to follow.
Brand USA was created by the U.S. Travel Promotion Act, which set upapublic-private partnership between the travel industry and the U.S. government to increase international tourism to the U.S. According to the U.S. Travel Association, the average overseas visitor to the U.S.spends $4,000 per trip, and every 35 incremental overseas visitors support one new U.S. job.