Campaign begins to 'rekindle the world's love affair' with the US | travel | Hindustan Times
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Campaign begins to 'rekindle the world's love affair' with the US

The United States has unveiled its first national destination commercials, in an attempt to lure more tourists from around the world.

travel Updated: Apr 30, 2012 18:31 IST

The United States has unveiled its first national destination commercials, in an attempt to lure more tourists from around the world.

The new ads were shown for the first time April 21 and have been put together by Brand USA, the organization established by President Barack Obama to increase interest in the US among the world's travelers.

Brand USA CEO Jim Evans said that the aim of the campaign was "nothing short of rekindling the world's love affair with the USA -- the place, the spirit and the dream."

Surprisingly, it's the first time the US has run a campaign for the entire country, with previous efforts generally promoting individual states, such as Visit California's popular Misconceptions ads.

However, now tourists from around the world will be seeing the inspirational new spots from next month, with the UK, Canada and Japan first, followed by nations such as Brazil and South Korea.

The new strapline for the campaign, "discover this land, like never before," is designed to tackle what tourism chiefs believe is negative perception about the US as a travel destination, with market research suggesting some potential visitors believed Americans were arrogant and not particularly welcoming.

As such, the full 60-second video, which features Johnny Cash's daughter Rosanne Cash, delivers a diverse, upbeat message without any patriotic or nationalistic overtones.

The song has been made available to download at DiscoverAmerica.com, a trip planning website that has also been redesigned as part of the marketing effort.

In an interview with travel trade publication Travel Weekly, Brand USA's chief marketing officer said that the message is designed to be "very welcoming and would speak of possibilities and experience."

In some good news for travelers, the official also noted that his organization was working closely with the US's notoriously unfriendly Transportation Security Agency to improve the welcome visitors receive at airports.