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Brand USA launches first brand advertising campaign in Australia

Aussies invited to find their “Land of Dreams”

Underlining the growing significance of the Aussie market to US tourism, Brand USA has launched its first ever brand advertising campaign in Australia.


Titled “Land of Dreams”, the initiative will look to showcase the diversity of the US as a destination and build on record visitation numbers to the country by Australians, which have doubled from 582,000 in 2005 to 1,122,000 in 2012.    


Supported by a budget of US$1.5 million, the campaign will incorporate television, outdoor and digital advertising and will be supported by special airfares to key US cities in partnership with Qantas.


With imagery depicting both well-known and little known regions of the US, the television spot will feature original music by Rosanne Cash (daughter of country music legend Johnny Cash).


Brand USA Strategy Director in Australia, Joe Ponte, says the organisation’s goal is to “sustain and grow” the Australian market – now the ninth largest – by showcasing “the limitless possibilities that are on offer in the United States”.


“It’s not just a once in a lifetime holiday destination; the U.S. offers a lifetime of holidays and that’s what we’ve tried to portray in this first TV commercial.”


Part of a global marketing campaign being rolled out to attract international visitors to the U.S. the initiative will run until mid-April.


The news comes just days after Brand USA announced that its marketing efforts were having a “significant and positive impact” on US international arrivals and the US economy.


Citing the results of a report conducted by Oxford Economics, Brand USA said that for the year-ending 30 September 2013, its marketing campaigns had generated 1.1 million incremental visitors to the United States – a 2.3 percent increase over growth that would have occurred without Brand USA marketing initiatives.



Written by: Mark Harada
Published: 18 February 2014

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