Brand USA invests $1.5 million in first campaign in Australia
Brand USA, the public-private partnership responsible for promoting the US to overseas tourists, has launched its first ever campaign in Australia investing $1.5 million in the campaign to promote the country Down Under.
The ‘Land of Dreams’ brand campaign aims to “educate audiences on the diversity of the US as a travel destination” as it seeks to increase visitor numbers to the country.
The ad features a montage of US locations set against an original track by Rosanne Cash, the daughter of Johnny Cash.
https://www.youtube.com/watch?v=WWUA1CXIku8
Strategy director for Brand USA in Australia Joe Ponte said in a statement: “Visitation from Australia to the U.S. is at an all time high and currently, Australia is the ninth largest international market for the U.S.
“Brand USA’s goal is continue to sustain and grow this market by showcasing to Australians 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.”
The campaign runs across TV, outdoor and digital and will be boosted with additional advertising reach and tactical airfares to key US destinations in partnership with Qantas.
It will run until mid-April and is part of a global marketing campaign being rolled out to attract international visitors to the US.
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