Brand USA, the tourism marketing body for the United States of America, has launched the third phase of the global campaign ‘Land of Dreams’ in the UK.
The campaign will be carried out in conjunction with Expedia and will include 30-second TV advert spots with an on-air action for Expedia, supported by digital, out of home and print elements.
The 345 TVR campaign will run until May 30th 2013.
Showcasing the diversity of experiences available in the United States in a fresh and unexpected light, the campaign invites visitors to “Discover this land, like never before”.
Chris Thompson, Brand USA chief executive, said “The UK is a key market for us as the largest overseas market in terms of visitation numbers, and the number one spending market for the United States.
“Showcasing the country as an exciting holiday destination and demonstrating the welcome of the USA on television is incredibly important to us.
“We want to invite travellers to discover the limitless possibilities the United States has to offer.”
In the 11 months ending November 2012 there were 3,484,758 UK visitors to the USA.
Brand USA’s objective is to rekindle the holidaymakers’ love affair with America – reclaiming the USA’s share of the international market and positioning the country as a diverse destination still to be explored.