Brand USA launches! Can Rosanne tempt YOU to visit 'land of dreams'?
Will this new commercial from JWT tempt you to visit the United States? Brand USA -- the new tourism marketing organisation tasked with luring world visitors to America is ready to break its first major campaign from its new agency- with the UK and Canada getting first dibs.
The 60-second spot has lots of glimpses of cities such as San Francisco, New Orleans, New York and Miami; but they don't tell you which is which. (Maybe you're supposed to know). Then there are great beaches and forests. (ditto).
The actors represent some of the multicultural communities that make up the incredibly diverse U.S.
The song in the spot, "Land of Dreams," was composed by Rosanne Cash, daughter of American music legend Johnny Cash. You see her in the ad playing the song and singing under New York's Brooklyn Bridge. That's a great touch!
"Our goal is nothing short of rekindling the world's love affair with the U.S. -- the place, the spirit and the dream," said Brand USA CEO Jim Evans .
"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."
Japan gets the ad next month. Other countries following on include South Korea, Brazil, India, Germany, China, Mexico and Australia.
The American magazine AdAge asked for reaction on its website- and that initially was lukewarm, with some saying the lack of identity for the pictures was an issue.
One comment, "The spot seemed like a humanitarian relief effort, not a campaign for taking a vacation state-side." Ouch!
Me? The commercial was charming, not what I expected and I rather enjoyed it. It gave me a different angle on America - and might just tempt those types who have resisted visiting the US so far the incentive to go.
YOU are the target audience. Let us have your comments!