Brand USA, the new American tourism marketing group, has launched the USA’s first-ever comprehensive international marketing campaign.
Unveiled yesterday at International Pow Wow travel trade show in Los Angeles, the new campaign aims to showcase the range of travel experiences available in the US under the tagline ‘Discover this land, like never before’.
“Our goal is nothing short of rekindling the world’s love affair with the USA,” said Brand USA’s CEO, Jim Evans. “We want to spread America’s message of welcome around the world and invite travellers to experience the limitless possibilities the United States has to offer.”
The campaign incorporates a theme song written by Rosanne Cash, daughter of Johnny Cash, which will feature on a series of global TV commercials. This will be backed up by digital, billboard and print advertisements, and a new website, DiscoverAmerica.com.
“In the 236 years since the United States of America was founded, this country has never had a nationally coordinated effort dedicated to inviting travellers to come visit us. That changes today,” said Stephen J. Cloobeck, Chairman of Brand USA’s Board of Directors. “This new campaign will tap into an incredibly valuable economic resource – the millions of visitors who want to experience all that our great country has to offer.”
The first wave of advertising launched yesterday in the UK, Japan and Canada, with a budget of US$12.3 million for the first three months.