Can a Rebranding Campaign Boost Tourism to U.S.?

From Maine’s Acadia National Park….

If you’ve traveled overseas recently, you may have noticed a well-produced ad that promotes the United States as an alluring tourist destination: part of the first U.S. national advertising campaign designed to draw more international visitors to America.

The campaign is called “Discover America, Land of Dreams,” and the commercial now running in Germany and other countries features Rosanne Cash singing her song “Land of Dreams” while images of America — from Manhattan to California to Florida to New Orleans — flash across the screen. The Americans pictured reflect the country’s diversity: Muslim women in New York, an Asian-American man riding a motorcycle, a gay couple on a San Francisco cable car, a blonde woman in the Florida Everglades.

Spearheading the campaign is a public-private partnership called Brand USA, with the federal government and the U.S. tourism industry joining forces to promote the country as… Continue reading →