Uncle Sam wants you

Since this has never been done before, what are chances of its success?

In the past, such iconic sites as the Statute of Liberty and Mount Rushmore with its life-size US presidents routinely attracted overseas visitors. But things change.

"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.

The $150 million campaign has enlisted several well-known entertainers such as Rosanne Cash, daughter of Johnny Cash. Her signature song for the campaign is an anthem called "Land of Dreams." She sings it while televised images of smiling Americans are playing on the beach, running through fields of flowers and dancing in the streets.

The US Travel Assn. initiated the campaign with the support of several large tourism groups and travel businesses. It was approved by Congress as part of the Travel Promotion Act of 2010.

The campaign will be financed by a $14 fee charged to each international visitor who registers for a visa to enter the US, plus donations from private businesses such as hotels and theme parks.

The campaign is in response to a drop in the country’s share of world travelers in the decade after 9-11.

Travel industry leaders generally blame the nation’s tougher visa requirements and airport security measures for cutting overall visitor numbers and spending totals.

To draw foreign travelers back, the campaign will launch billboards, magazine ads, online videos and television commercials, emblazoned in colorful images of city scenes, forests and beaches and the message "Discover America."

A marketing blitz will begin in May in Canada, Britain and Japan, followed later in Brazil, South Korea, India and Germany.

Even before the campaign started, however, the news about overseas visitors was improving.

US Commerce Secretary John Bryson recently announced that the United States can expect 4-5 percent average annual growth in tourism over the next five years.

The Spring 2012 Travel and Tourism Forecast, released semi-annually by the U.S. Commerce Department’s International Trade Administration (ITA), predicts continued strong growth through 2016.

Bryson announced the Forecast at the US Travel Association’s International Pow Wow annual event in Los Angeles.

On the new campaign’s effectiveness, it’s way too early tell. But it’s certainly off to a good start just by the nature of its existence — even if it took more than 200 years to get it going.

By David Wilkening