BA joins with Brand USA for new ad campaign
The US is hoping to rekindle worldwide love for its country with the next phase of its ‘Land of Dreams’ campaign.
In conjunction with British Airways, the nation’s tourism body Brand USA has launched 60- and 30-second TV adverts, supported by digital and print advertising.
Running until March, 4, it will be expanded in the UK thanks to strategic partnerships with other tour operators and airlines.
The inaugural three-month Brand USA advertising launched last May in the UK, Japan and Canada, and led to a 14% increase in the intention to visit the US from a UK audience.
‘Land of Dreams’ is available for free download at DiscoverAmerica.com.
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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