Group Launches First Campaign Marketing U.S. to Visitors

The United States now has its own theme song—more or less—composed by Grammy-winning singer-songwriter Rosanne Cash. The song, “Land of Dreams,” is part of the first-ever comprehensive marketing campaign to promote the U.S. as a travel destination. Brand USA, a public-private partnership between the U.S. government and travel industry that Congress authorized in 2010, launched the campaign this week at the U.S. Travel Association’s annual International Pow Wow trade show in Los Angeles. Its marketing strategy will include TV, digital, print and billboard advertisements, beginning with a $12.3 million budget directed at the United Kingdom, Japan and Canada. Video-based ads feature Cash, the daughter of country legend Johnny Cash, singing her song under the Brooklyn Bridge. The song also is available as a free download. thebrandusa.com