USA Launches First-Ever Travel Marketing Campaign

“Land of Dreams,” an original song by Rosanne Cash, serves as campaign’s central theme

The Details

Brand USA, the marketing entity responsible for promoting the United States as a visitor destination, has unveiled the USA's first-ever travel marketing initiative. Set to launch in the United Kingdom, Japan and Canada on May 1, the campaign incorporates images of Grammy Award winning singer/songwriter Roseanne Cash performing, “Land of Dreams,” a song she specifically wrote for the campaign.

"Our goal is nothing short of rekindling the world's love affair with the USA – the place, the spirit and the dream," said Brand USA CEO Jim Evans. "So we asked ourselves, 'how can we best speak to multiple countries, across countless languages and cultures?' We found the answer lay in the only truly universal language—music."

The fully integrated marketing strategy will use a mix of 60-, 20- and 15-second television spots, as well as digital and print advertisements and a robust online presence and social media strategy to reach potential visitors.

Brand USA was created as a result of the U.S. Travel Promotion Act, federal legislation passed in March 2010 which established a public-private partnership between the travel industry and the U.S. government dedicated to increasing international visitation to the U.S. through marketing and promotional efforts to drive job creation and spur economic growth.

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