Brand USA announces launch of consumer marketing campaign in Germany to increase travel and tourism to the United States

Mar 07, 2013, 10:19 ET from Brand USA

BERLIN, March 7, 2013 /PRNewswire/ -- Brand USA, the new tourism marketing body for the United States of America, announced today that it will launch its international travel and tourism campaign in Germany beginning in November.  The fully integrated campaign (comprised of TV, digital, out-of-home, and print advertising) will showcase the diversity of experiences available in the United States and invite consumers in Germany to "discover this land, like never before."  The campaign will run initially for two months during a peak travel planning period in Germany from mid-November 2013 through mid-January 2014.  In addition, Brand USA will extend the campaign in Germany through strategic partnerships with the travel trade industry.

"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," said Christopher L. Thompson, president & CEO of Brand USA, who announced the campaign at ITB Berlin, the world's leading travel trade show, held each March in Berlin, Germany.  The event attracts more than 170,000 visitors including 113,000 representatives from all sectors of the travel trade (tour operators, booking engines, destinations, airlines, hotels, and car rental companies) and 11,000 represented organizations from 180 countries. 

Rosanne Cash, Grammy award-winning singer/songwriter, and daughter of American music legend Johnny Cash, composed an original song, "Land of Dreams," to serve as the heart of the campaign's TV advertisements.  The advertisements feature Cash playing the song under New York's Brooklyn Bridge accompanied by musicians from around the world, as well as featuring many usual and unusual attractions and experiences from across the USA.

The inaugural wave of Brand USA advertising launched on 1st May 2012 in the United Kingdom, Japan and Canada, and lasted for three months resulting in a significant increase in intent to travel to the United States of America from those markets (12% in Canada, 14% in the United Kingdom, and 14% in Japan). 

Brand USA's objective is to rekindle the world's love affair with America – reclaiming the USA's share of the international market by positioning the country as a diverse destination to be discovered again and again.  Through its consumer call to action -  - Brand USA encourages travelers to explore the United States of America.

About Brand USA
Brand USA was established by the Travel Promotion Act to spearhead the nation's first global marketing effort to promote the United States as a premier travel destination and to communicate U.S. entry/exit policies and procedures to worldwide travelers.  Formed as the Corporation for Travel Promotion in 2010, the public-private entity began operations in May 2011 and does business as Brand USA.   Brand USA works in close partnership with the travel industry to maximize the economic and social benefits of travel.  These benefits include fostering understanding between people and cultures. creating jobs essential to the economy. The program's activities are funded at no cost to U.S. taxpayers through a combination of private-sector investment and matching funds collected by the U.S. Government from international visitors who come to the U.S. under the Visa Waiver Program.

Through its call-to-action—Discover America—Brand USA inspires travelers to explore the United States of America's boundless possibilities. For industry or partner information about Brand USA, visit For information about exceptional and unexpected travel experiences in the United States, please visit Brand USA's consumer website at


Anne Madison

Brand USA