Brand USA, the new tourism marketing body for the United States of America, is launching the next phase of the global campaign ‘Land of Dreams’ in the UK.

The campaign will launch in partnership with British Airways and will include 60- and 30-second TV advert spots, supported by digital, out of home and print elements. 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”.

The 345 TVR campaign will run until 4th March 2013 and Brand USA will also extend the campaign in the UK through strategic partnerships with tour operators and airlines.

Chris Thompson, Brand USA CEO, said “Our goal is nothing short of rekindling 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.”

Rosanne Cash, daughter of American music legend Johnny Cash and Grammy award-winning singer/songwriter, composed the original song, ‘Land of Dreams’, to serve as the heart of the campaign, produced by JWT. 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 14% increase in the intention to visit the United States of America from a UK audience.
‘Land of Dreams’ is available for free download at DiscoverAmerica.com.

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.  Through its consumer call to action - DiscoverAmerica.com - Brand USA encourages travellers to explore the United States of America. The new consumer website features 250 inspiring travel ideas, highlights of U.S. destinations, plus essential entry information travellers need to know.