The campaign -- which will include TV, digital, out-of-home, and print advertising -- will showcase the diversity of experiences available in the United States and invite consumers in Germany to "discover this land, like never before." The campaign, which launched in May 2012 in the United Kingdom, Japan and Canada, includes a Web site, DiscoverAmerica.com.
The campaign will run initially for two months during a peak travel planning period in Germany from mid-November 2013 through mid-January 2014. In addition, Brand USA will extend the campaign in Germany through strategic partnerships with the travel trade industry.
The inaugural wave of Brand USA advertising last May lasted for three months, resulting in a significant increase in intent to travel to the United States of America from those markets (12% in Canada, 14% in the United Kingdom, and 14% in Japan).
Christopher L. Thompson, president and CEO of Brand USA, announced the upcoming German portion of the campaign at ITB Berlin, the world's leading travel trade show, held each March in Berlin, Germany. The event attracts more than 170,000 visitors, including 113,000 representatives from all sectors of the travel trade (tour operators, booking engines, destinations, airlines, hotels, and car rental companies) and 11,000 represented organizations from 180 countries.
Rosanne Cash, Grammy award-winning singer/songwriter, and daughter of American music legend Johnny Cash, composed an original song, "Land of Dreams" to serve as the heart of the campaign's TV advertisements. 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.
Brand USA was established by the Travel Promotion Act to spearhead the nation's first global marketing effort to promote the United States as a premiere travel destination and to communicate U.S. entry/exit policies and procedures to worldwide travelers. Formed as the Corporation for Travel Promotion in 2010, the public-private entity began operations in May 2011 and does business as Brand USA.
Brand USA works in close partnership with the travel industry to maximize the economic and social benefits of travel. These benefits include fostering understanding between people and cultures and creating jobs essential to the economy. The program's activities are funded at no cost to U.S. taxpayers through a combination of private-sector investment and matching funds collected by the U.S. Government from international visitors who come to the U.S. under the Visa Waiver Program.