First-Ever U.S. Travel and Tourism Campaign Launches at International Pow Wow


Photo courtesy Brand USA

At the International Pow Wow Brand USA unveiled the first-ever marketing campaign aimed at boosting global inbound travel to the United States.

With the tag line “Discover this land, like never before,” the campaign showcases the diversity of travel and tourism opportunities in the United States.

Rosanne Cash, daughter of Grammy award-winning singer / songwriter Johnny Cash, has composed an original song, “Land of Dreams,” for the campaign. Advertisements feature Cash playing the song under the Brooklyn Bridge in New York, accompanied by musicians from around the world. Brand USA will extend invitations to musical artists from around the world to come perform their music in their favorite U.S. cities and towns, profiling their trips and favorite things about the USA online and through social media. "Land of Dreams" is available for free download at

Brand USA created the campaign in partnership with JWT, the organization’s agency of record. The first wave of advertising launches May 1 in the United Kingdom, Japan and Canada, with a budget of $12.3 million for the first three months. A second wave will follow in Brazil and South Korea, with several other markets to follow.

Brand USA was created as a result of the U.S. Travel Promotion Act, federal legislation passed in March 2010 which established a public-private partnership between the travel industry and the U.S. government dedicated to increasing international visitation to the U.S. through marketing and promotional efforts to drive job creation and spur economic growth. According to the U.S. Travel Association, the average overseas visitor to the United States spends $4,000 per trip, and 35 incremental overseas visitors supports one new U.S. job.

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