Brand USA Rolls Out Media Travel Campaign in Mexico with 'Land of Dreams' Vicky Karantzavelou - TravelDailyNews
go to original June 28, 2013

"Land of Dreams" (YourDiscoverAmerica)

Brand USA, the public-private partnership responsible for promoting the United States as a premier travel destination, has launched consumer campaigns in Brazil and Mexico. The fully integrated campaigns (comprised of TV, digital, out-of-home, and print advertising) will showcase the diversity of experiences available in the United States and invite consumers in Brazil and Mexico to "discover this land, like never before." Both media campaigns began last week and will run through July 8 and July 22, respectively.

"We want to spread America's message of welcome around the world and invite travelers to experience the limitless possibilities the United States has to offer," said Christopher L. Thompson, president & CEO of Brand USA, who announced the campaign at IPW (International Pow Wow), the travel industry's premier international marketplace and the largest generator of travel to the U.S.  The event, held in Las Vegas, attracted nearly 6,400 delegates from the U.S. and 70 other countries, including 1,300 international and domestic buyers and nearly 500 media.

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.

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