The new tourism marketing body for the United States of America Brand USA is to launch the next phase of its global campaign ‘Land of Dreams’ in the UK today (Friday 1 February).
Launching in partnership with British Airways, the campaign includes 60- and 30-second TV spots, with support from digital, out of home and print creatives.
The campaign invites visitors to “Discover this land, like never before” and will run until early March. Brand USA is also set to extend the campaign in the UK through strategic partnerships with tour operators and airlines.
Daughter of American music legend Johnny Cash and Grammy award-winning singer/songwriter, Roseanne Cash, composed the original song ‘Land of Dreams’ for the TV ad, produced by JWT.
Brand USA CEO, Chris Thompson, commented: “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.”