A new campaign is partnering Brand USA, the tourism marketing body for the United States of America, and the United Kingdom to promote American tourism in Britain, called the "Land of the Dreams."
The campaign is entering its third phase and will be carried out in partnership with Expedia, the popular travel booking web site, to include a 30-second television advertisement with an on-air promotion for Expedia that will be supported by digital, home-based and print elements. The campaign will run through May 30.
The intent is to showcase the diversity of experiences that are available in the U.S. in a fresh and unexpected light, encouraging Britons to travel to America. It invites visitors to "discover this land, like never before," according to the campaign's web site.
"The U.K. is a key market for us as the largest overseas market in terms of visitation numbers, and the number one spending market for the United States," Chris Thompson, the chief executive of Brand USA, said. "Showcasing the country as an exciting holiday destination and demonstrating the welcome of the U.S.A. on television is incredibly important to us."
There were almost three and a half million U.K. visitors to the U.S.A. in the 11 months that ended in November 2012. Through the campaign, they hope to increase that number.
"We want to invite travelers to discover the limitless possibilities the United States has to offer," Thompson said.
The campaign from Brand USA has the objective of encouraging vacationers enjoyment of traveling and pairing that with their love for America, reclaiming the U.S.A.'s share of the international market and positioning the country as a diverse destination still to be explored. It also wants to encourage visitors to take their second or third trip and see areas they might not have seen the first time around, reminding travelers of the large expanse that comprises the U.S.
This article is copyrighted by Travelers Today, the travel news leader
