Brand USA's objective is to rekindle the world's love affair with America – reclaiming the USA's share of the international market by positioning the country as a diverse destination to be discovered again and again.
BERLIN – Brand USA, the new tourism marketing body for the United States of America, announced that it will launch its international travel and tourism campaign in Germany beginning in November. The fully integrated campaign (comprised of TV, digital, out-of-home, and print advertising) will showcase the diversity of experiences available in the United States and invite consumers in Germany to “discover this land, like never before.” The campaign will run initially for two months during a peak travel planning period in Germany from mid-November 2013 through mid-January 2014. In addition, Brand USA will extend the campaign in Germany through strategic partnerships with the travel trade industry.
“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,” said Christopher L. Thompson, president & CEO of Brand USA, who announced the campaign at ITB Berlin, the world’s leading travel trade show, held each March in Berlin, Germany. The event attracts more than 170,000 visitors including 113,000 representatives from all sectors of the travel trade (tour operators, booking engines, destinations, airlines, hotels, and car rental companies) and 11,000 represented organizations from 180 countries.
Rosanne Cash, Grammy award-winning singer/songwriter, and daughter of American music legend Johnny Cash, composed an original song, “Land of Dreams,” to serve as the heart of the campaign’s TV advertisements. The advertisements feature Cash playing the song under New York’s Brooklyn Bridge accompanied by musicians from around the world, as well as featuring many usual and unusual attractions and experiences from across the USA.
The inaugural wave of Brand USA advertising launched on 1st May 2012 in the United Kingdom, Japan and Canada, and lasted for three months resulting in a significant increase in intent to travel to the United States of America from those markets (12% in Canada, 14% in the United Kingdom, and 14% in Japan).
Brand USA’s objective is to rekindle the world’s love affair with America – reclaiming the USA’s share of the international market by positioning the country as a diverse destination to be discovered again and again. Through its consumer call to action -DiscoverAmerica.com- Brand USA encourages travelers to explore the United States of America.
Tatiana is the news coordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes monitoring the hundreds of news sources of TravelDailyNews Media Network and skimming the most important according to our strategy.
She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.
