The USA’s first-ever comprehensive marketing campaign was launched by Brand USA at International Pow Wow in Los Angeles this week.

Established by the Travel Promotion Act in 2010, Brand USA began operations officially in May 2011 and was designed to promote the United States as a whole.

Working in close partnership with the travel industry and destination marketing organisations nationwide, Brand USA has launched a comprehensive marketing campaign that invites international visitors to “discover this land, like never before”.

The organisation has partnered with Grammy Award winning singer/songwriter and daughter of music legend Johnny Cash, Rosanne Cash to fulfill their goal of sending their message to the world through, what they believe is the universal language, music.

Cash’s original composition, “Land of Dreams” serves as the heart of the campaign that takes people on a journey throughout the USA and highlights the diversity of experiences available.

“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,” Brand USA chief executive Jim Evans said.

“The thing that keeps us (Brand USA) together is the passion we have...to market our nation like we’ve never had the opportunity to do before.”

The fully integrated marketing strategy in conjunction with JWT, will feature a mix of 60-, 20- and 15-second television advertisements, digital and print advertisements, billboards and a syndicated documentary-style television show.

Launching on 1 May in the United Kingdom, Japan and Canada with a budget of USD$12.3 million for the first three months, the campaign will expand to include Brazil and South Korea with other international markets to follow.

Brand USA expects their comprehensive marketing campaign to launch in Australia as part of its phase two rollout. 

“We will set the new goal standard for marketing tourism around the world,” Brand USA Board of Directors chairman Stephen J. Cloobeck said at the announcement in Los Angeles.

“This was the decade of lost tourism...well not anymore.”

e-Travel Blackboard flights to Pow Wow proudly sponsored by Hawaiian Airlines