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BRAND USA, the marketing entity responsible for promoting the U.S. as a visitor destination, has unveiled the country’s first-ever travel marketing initiative. Set to launch in the U.K., 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 wrote specifically for the campaign.
“Our goal is nothing short of rekindling the world’s love affair with the U.S. — the place, the spirit and the dream,” said Jim Evans, CEO of Brand USA. “We asked ourselves, ‘How can we best speak to multiple countries, across countless languages and cultures?’ We found that the answer lies in the only truly universal language — music.”
The fully integrated marketing strategy will reach potential visitors through a mix of 60-, 20- and 15-second television spots as well as digital and print advertisements, a robust online presence and a social media strategy.
Brand USA was created as a result of the U.S. Travel Promotion Act, a federal legislation passed in March 2010, which established a public-private partnership between the travel industry and the U.S. government. It will be dedicated to increasing international visitation to the U.S. through marketing and promotional efforts to drive job creation and spur economic growth.