US Tourism Bureau, created in 2010 , has presented its first marketing campaign ‘Brand USA’ in Los Angeles at the end of April. Professionals in tourism and press were shown the first adverts at International Pow Wow, the largest travel fair in the US. “Discover this land like never before” is the motto that offers a surprising perspective on the US and tends to trigger positive emotions.

The song “Land of Dreams” by US singer Rosanne Cash, daughter of music legend Johnny Cash, is at the heart of the campaign. The one-minute commercial proves that the US are serious about the following theme: “The United States of awsome possibilities welcome everyone” It had already been widely promoted in a brochure. In addition to people of all ages, religions and skin colours, it also shows a gay couple huddling in a tram in New Orleans.

When asked about this rather unique and unambiguous message in mass media for a worldwide promotion of the US as a place to visit, Chris Perkins, head of marketing, replied: “We wanted an authentic picture of the US where everyone is welcome. And that is what we want to show. Should discussions arise within our country on the basis of this inclusivity, that is fine with me. It is certainly about how the US define themselves – internally and externally”.

Many states and travel destinations within the US, such as Miami, West Hollywood, Key West and Palm Springs have been addressing international gay holidaymakers for many years. With the new campaign of national tourism office, these destinations now get additional support to market America as a particularly attractive destination for gays and lesbians.

The new campaign started on May 1st in the UK, Japan and Canada. It was followed by Brazil, South Korea and Germany. In addition to TV commercials, the campaign also comprises adverts in newspapers and magazines, a redesigned website and social media activities.

www.discoveramerica.com

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