Brand USA, By Roseanne Cash, JWT
Check out this new TV spot for the United States of America. By JWT, it is the first comprehensive tourism marketing campaign for the U.S. aimed at overseas visitors. The 60-second ad attempts to capture the size, complexity and diversity of the U.S. set to original music by Roseanne Cash, who plays under the Brooklyn Bridge with an international backup group playing instruments from all over the world.
The campaign—produced for Brand USA, a public-private partnership between the travel industry and the U.S. government dedicated to increasing international visits to the U.S.—also includes print and out of home, digital and social efforts. The tagline is: "Discover this land, like never before."