GLOBAL – NEW YORK, APRIL 27, 2012: Brand USA, the new tourism marketing entity of the United States of America, and JWT unveil the country’s first-ever comprehensive marketing campaign "Discover America."
“For more than 200 years, people have been coming to America, but we have never officially invited the world to visit,” said Bob Jeffrey, chairman and CEO of JWT Worldwide.
Developed by JWt Worldwide, the campaign aims to deliver a message and tap people’s emotions by reminding them what they love about America: diversity, pop culture, optimistic spirit, and larger than life presence.
Before creating the campaign, JWT set out to understand the existing perceptions of the U.S. around the world. JWT discovered that people love: the freedom America makes them feel; think everything is larger than life in the U.S.; feel unity in the diversity; and see it is a land where anything is possible. These insights helped inform JWT’s approach to bringing Brand USA to life through the lens of foreign visitors.
“We want to spread America’s message of welcome around the world and invite travelers to experience the limitless possibilities the United States has to offer. So we asked ourselves, ‘how can we best speak to multiple countries, across countless languages and cultures?’ We found the answer lays in the only truly universal language—music," said Brand USA CEO Jim Evans.
Rosanne Cash, daughter of American music legend Johnny Cash, composed an original song, “Land of Dreams,” to serve as the heart of the campaign.
Brand USA will employ a fully integrated marketing strategy designed by JWT, using a mix of :60, :20 and :15 second television spots, as well as digital, billboard and print advertisements along with a robust online presence and social media strategy to reach potential visitors. Facebook, Twitter and YouTube pages will showcase country specific promotions and engagements and the newly re-launched website DiscoverAmerica.com will act as visitors’ information portal for trip planning. Additionally, DiscoverAmerica.com will feature three brand ambassadors’ journeys in the U.S. New ambassadors will continue to be added as the campaign rolls out in other markets.
The first wave of advertising launches in-market on May 1 in the United Kingdom, Japan and Canada, with a media budget of $12.3 million for the first three months. Subsequent campaign waves will include Brazil and South Korea, to be followed soon after by other markets under consideration, which include China, India, Germany, Mexico, India and Australia.
