Brand USA Launches Campaign to Promote Travel to US

On April 23, Brand USA launched the first comprehensive campaign promoting travel to the United States at the International Pow Wow, the largest US travel trade show being, held in Los Angeles.

The promotional campaign includes a song, “Land of Dreams” composed by Roseanne Cash, television spots, digital, billboard and print advertisements, and a robust online presence and social media strategy. The campaign also includes the newly re-launched Discover America website which will serve as the information portal for visitors planning trips to the US.

On May 1 the first wave for promotion in-country will be: Canada, Japan and the United Kingdom. The second wave will focus on Brazil and South Korea to be followed by additional countries. 

Brand USA was established by the Travel Promotion Act in 2010 to promote the United States as a premier travel destination and communicate U.S. entry/exit policies and procedures. Formed as the Corporation for Travel Promotion, the public-private entity began operations in May 2011 and does business as Brand USA. 

Brand USA is funded by the ESTA (Electronic System for Travel Authorization) fee paid by visitors from Visa Waiver Program countries and private donations.  The $14 ESTA fee is split with $10 going to Brand USA and $4 to U.S. Customs and Border Protection (CBP) to cover costs of the ESTA program.

Brand USA Press Release on Launching Marketing Campaign Launches First Global Marketing Campaign to Attract International Travelers&content=85&cat=16

Brand USA Website

Discover America Website