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U.S. launches first global marketing campaign to attract international travelers


Brand USA, the new tourism marketing entity responsible for promoting the United States to world visitors, has unveiled the USA’s first-ever comprehensive marketing campaign at International Pow Wow, the largest U.S. travel trade show held this week in Los Angeles. The campaign showcases the diversity of experiences available in the United States in a fresh and unexpected light, inviting visitors to “Discover this land, like never before.”

“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. “We want to spread America’s message of welcome around the world and invite travelers to experience the limitless possibilities the United States has to offer. 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.”

Rosanne Cash, daughter of American music legend Johnny Cash and Grammy award-winning singer/songwriter, has composed an original song, “Land of Dreams,” to serve as the heart of the campaign. Initial advertisements feature 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 will extend invitations to musical artists from around the world to come perform their music in their favorite U.S. cities and towns, profiling their trips and favorite things about the USA online and through social media. “Land of Dreams” is available for free download at DiscoverAmerica.com.

Brand USA, which created the campaign in partnership with JWT, the organization’s agency of record, will employ a fully integrated marketing strategy, using a mix of 60-, 20- and 15-second television spots, as well as digital, billboard and print advertisements and a robust online presence and social media strategy to reach potential visitors. Facebook, Twitter and YouTube pages will showcase country specific promotions and engagements and the newly re-launched website DiscoverAmerica.com will act as visitors’ information portal for trip planning.

“Other countries around the world have prioritized tourism efforts for years, yet in the 236 years since the United States of America was founded, this country has never had a nationally coordinated effort dedicated to inviting travelers to come visit us,” said Stephen J Cloobeck, Chairman of Brand USA’s Board of Directors. “That changes today. 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 launches in-market May 1 in the United Kingdom, Japan and Canada, with a budget of $12.3 million for the first three months. A second wave will follow in Brazil and South Korea, with several other markets to follow.

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. According to the U.S. Travel Association, the average overseas visitor to the United States spends $4,000 per trip, and 35 incremental overseas visitors supports one new U.S. job.

© PR Newswire

©2024 GPlusMedia Inc.

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My apologies, but I could not help snickering at the first two paragraphs of this article

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Travel to the US has suffered a black eye for various reasons. The increased police state is one of them. Visiting travellers are none too pleased about the recent TSA "security screening ". Some of my Japanese friends who used to enjoy going to US on holiday told me of their receiving enhanced screenings, being frightened and highly offended by the invasive frisking. Several have told me they'll go elsewhere in the future. TSA puts a huge damper on travel.

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But the US doesn't want foreign tourists, right?

That's the impression I got after they rejected our tourist visa due to a language misunderstanding, after the embassy made everyone wait in a long line on a sidewalk. Eventually we had the privilege of being given the cold shoulder by the surly consular staff.

"Go away" should be America's tourism slogan.

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Traveling to and from america isn't as bad as ppl may want to make it out to seem. One bad experience is just supposed to mean everyone has a bad experience? Ppl are impatient traveling and stressed out because its exhausting. Lolive been to 16 countries and the US certainly wasnt the most difficult travel even with security as it stands today.but I think one thing that should be improved upon is that international airport staff need to be aware that diff cultures have diff personal bubble sizes. Lol what's not invasive to one is invasive to another. At least us airports don't have soldiers patroling with machine guns out at the ready, standing back to back going up and down escallators looking like they're gonna shoot u if u do anything suspicious. Been to a couple airports like that outside the US.

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I hope that this initiative is a success. Many foreigners (particularly Japanese) want to visit the U.S. but are hesitant because of the images portrayed in the news media or even on TV shows. Hopefully advertising will give some "assurance" of safety and/or hospitality.

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