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US Launches First Tourism Campaign

Brand USA LogoThe first-ever comprehensive marketing campaign for the US has been revealed this week by Brand USA, the new tourism marketing body responsible for promoting the country to foreign holidaymakers. The campaign was shown off at an International Pow Wow conference.

Brand USA was created following the US Travel Promotion Act – a federal legislation passed two years ago that established a public-private partnership between the US government and travel industry with a commitment to increase international visitor numbers to the country through promotional and marketing efforts. This was a move to spur economic growth and drive job creation.

The International Pow Wow is the biggest travel trade show in the US and was held in Los Angeles from April 21 to 24. More than 1,000 US travel organisations and 1,200 domestic and international travel buyers from over 70 nations attend. The buyers and sellers negotiate business that will generate an accumulative estimate of $3.5 billion in future travel to the US.

The Brand USA campaign displays the diversity of experiences holidaymakers can have in the US, inviting foreigners to “Discover this land, like never before”. Chief executive Jim Evans says their goal is to rekindle the world’s love affair with the US – the place, spirit and dream. They want to spread the country’s message of welcome across the globe and invite international travellers to experience the never-ending possibilities the nation offers. They asked themselves how they could speak to multiple countries with countless cultures and languages, and found the answer in music – the only truly universal language, he added.

An original song – Land of Dreams – has been composed by Grammy award-winning singer-songwriter Rosanne Cash, the daughter of music legend Johnny Cash. The song serves as the heart of the campaign, with initial ads featuring her playing the piece under the Brooklyn Bridge in New York with the accompaniment of musical artists from around the world. Brand USA is also extending invitations to musical artists from around the world to perform their music in US towns and cities, as well as profile their trips and favourite things about the country online and in social media.

Brand USA created the campaign with the help of JWT, the organisation’s agency of record. It will employ a completely integrated marketing strategy that uses a mix of 15-, 20- and 60-second television spots, a strong online presence and media strategy to reach possible visitors, and print, digital and billboard ads. Pages on YouTube, Facebook and Twitter will showcase specific promotions and engagements around the US, and holidaymakers will be able to use the website as an information portal to plan their trip.

The first advertising wave was due to launch on Tuesday in Canada, the UK and Japan with a budget of $12.3 million for an initial three months. A second wave will be launched in Brazil and South Korea, while several others will follow.

Brand USA board of directors chairman Stephen J. Cloobeck says other nations around the world have made tourism efforts a priority for years, but the US has never had a national body dedicated to inviting holidaymakers to visit in its 236 years. This has changed now, and the first, new campaign will make use of a very valuable economic resource – the millions of people who seek to experience all that the country can offer, he added.




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