Two great things in one package have just arrived; the first ever USA tourism campaign and a new song by Roseanne Cash. While the former has the very real potential to create more American jobs, the latter is music to my ears (yes, pun intended). Those who know me, know of my deep interest in and enjoyment of, music. They also know that in my prior lives—in Florida and at the U.S. Department of Commerce—efforts to promote travel and tourism are near and dear to me. So having the new “Land of Dreams” campaign from the Brand USA initiative launch is especially exciting for me.
Brand USA is the new tourism marketing entity responsible for promoting the United States to world visitors. 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. It’s a bit ironic that it’s taken until now to get this type of effort off the ground. During my days leading Florida’s Commerce Department, I spearheaded the creation of such a public-private partnership that did many of the same things. Then while helming tourism efforts at the U.S. Department of Commerce, we worked with President Clinton to host the White House Conference on Travel and Tourism which produced the recommendation to create such an entity, back in 1995. As they say, good things come to those who wait!
This new campaign shows off the diversity of experiences we enjoy here in the United States, but in a fresh and unexpected way. I particularly like the campaigns tag line, inviting visitors to “Discover this land, like never before.”
As for the music in the campaign, I have always been a huge Roseanne Cash fan, and this is a terrific song. As you probably know Rosanne Cash is the daughter of American music legend Johnny Cash. Roseanne composed this original song to serve as the heart of the campaign. Initial ads feature her playing the song under New York’s Brooklyn Bridge, accompanied by musicians from around the world. As part of its marketing efforts, Brand USA is going to 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 DiscoverAmerica.com.
It’s great and you really need to check it out. Then, share it with your friends and colleagues from around the world!