US to launch major UK advertising campaign
The United States will launch its first-ever comprehensive marketing campaign in the UK next week, which will include TV advertising, print ads, outdoor signage and social media strategies.
Brand USA, the new tourism marketing body responsible for promoting the destination worldwide, said its goal was to "rekindle the world’s love affair with the USA".
"We want to spread America’s message of welcome around the world and invite travellers to experience the limitless possibilities the United States has to offer," said Brand USA CEO, Jim Evans, at this week’s International Pow Wow.
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.
TV adverts feature Cash playing the song under New York’s Brooklyn Bridge, accompanied by musicians from around the world, is available for free download at DiscoverAmerica.com.
The website features 250 travel ideas, highlights of U.S. destinations, plus essential information travellers need to know, as well as real life stories from "Brand Ambassadors".
The first wave of advertising launches on May 1 in UK, 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.
Representation in the UK and Ireland will be carried out by Black Diamond and headed by former Funway executive Gerry Boyle.
Brand USA is a public-private partnership created under the guidance of President Obama in March 2010 to increase international visitors to the US to spur economic growth. According to the U.S. Travel Association, the average overseas visitor to the United States spends $4,000 per trip. Last year, there were 3.8m visitors from the UK.
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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