After a name and strategy change in 2011, ‘Brand USA’ – the public-private partnership responsible for promoting the US to overseas tourists – has launched its very first campaign in Australia. Investing $1.5 million to promote the country down under, the ‘Land of Dreams’ brand campaign features a medley of US locations set against an original song by the daughter of Johnny Cash, Rosanne Cash.
If there were ever a campaign that was completely aligned with its overarching brand strategy, this would be it – I’m just not sure either are very groundbreaking or unexpected. The global brandmark and strategy unveiled in 2011 focused on the diversity and potential of the US as a land of ‘limitless possibilities’. On the eve of its rollout, the Brand USA CEO at the time, Jim Evens said the story the country wants to tell, “is about the possibilities; it’s not about the patriotism and pounding our chest saying, ‘We’re America’”. The country also wants to showcase diverse colours and images of people and destinations across America, emphasising the boundless possibilities of the United States. Well, in a nutshell, this campaign does exactly that. From land to sea, mountains to valleys – our eyes feast on many diversities of people, famous cities, rivers, fields, towns, forests, beaches and more, all against the smooth country tones of Rosanne Cash singing: “It’s closer than it seems, come and find your land of dreams”.
This is all well and good but is it going to be enough to seduce Aussies to go to or keep going back to the States? Will the campaign tell them anything more than they already know about America? Will it counter the fact these kinds of diverse experiences are already available in their own backyard? According to Joe Ponte, Brand USA’s strategy director in Australia, Australia is the ninth largest international market for the US and visitation is at an all time high. But with the Aussie dollar weakening after years skirting around parity, it might take an extra push to improve, or even maintain, visitor numbers to the iconic destination. The ‘Land of Dreams’ campaign should do a great job of reinforcing America’s authenticity but what affect it will have on visitor numbers remains to be seen!