The campaign marks the country's first ever active communication with international travellers and comes in the wake of a drop in international arrivals from 17 per cent in 2000 to 12.4 per cent in 2010.
New tourism marketing entity Brand USA developed the 'Discover this land, like never before' campaign alongside JWT to showcase the diversity of experiences available in the US.
“For more than 200 years, people have been coming to America, but we have never officially invited the world to visit,” said Bob Jeffrey, chairman and CEO of JWT Worldwide.
The campaign taps into people’s emotions and reminds them what they love the most about the country, including the diversity, pop culture, optimistic spirit and larger-than-life presence, added Jeffrey.
The TVC is set to an original song 'Land of dreams' composed by singer/songwriter Rosanne Cash, daughter of Johnny Cash. The song, which is performed by Cash alongside local and international musicians under New York's Brooklyn Bridge in the TV spot, is billed as the "heart of the campaign".
“Our goal is nothing short of rekindling the world’s love affair with the US—the place, the spirit and the dream,” said Brand USA chief executive officer Jim Evans.
“We asked ourselves, ‘how can we best speak to multiple countries, across countless languages and cultures?’ We found the answer lays in the only truly universal language—music.”
The United Kingdon, Japan and Canada are included in the first wave of launches scheduled for 1 May. Brazil and South Korea will follow on 1 June with other markets, including China, India, Germany, Mexico and Australia, under consideration for the July launch.
The campaign will be integrated across a mix of media channels, including television, digital, social media, print and outdoor. Facebook, Twitter and YouTube pages will run country-specific promotions and engagements with the relaunched DiscoverAmerica.com. In addition to a wide range of US destinations and brand-ambassador journeys, the website also features details of 250 distinct experiences that can only be found in the Unites States, including Memphis barbecue, the scenic Hana Highway in Maui and baseball spring training in Florida.
In further efforts, Brand USA will invite musicians from around the world to perform in their favourite US destinations, profiling and sharing their experiences online and through social media.