Brand USA has confirmed it will launch the next phase of the global campaign ‘Land of Dreams’ in the UK today.

The campaign will launch in partnership with British Airways and will include 60- and 30-second television 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 March 4th 2013 and Brand USA will also extend the campaign in the UK through strategic partnerships with tour operators and airlines.

Chris Thompson, Brand USA chief executive, 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 May 1st 2012 in the United Kingdom, Japan and Canada, and lasted for three months resulting in a 14 per cent increase in the intention to visit the United States of America from a UK audience. 

Brand USA is the tourism marketing body for the United States of America.