In yesterday’s post, we asked the rhetorical question “Can A Rebranding Campaign Boost Tourism to the U.S.?”
According to new research that’s just out, apparently so.
Brand USA, a public-private partnership that aims to improve the image of the U.S. around the world for the purpose of increasing international visitation to the States, is now citing a study by Oxford Economics that shows the new advertising campaign — called “Discover America, Land of Dreams” — resulted in 1.1 million new visitors to the U.S. in the fiscal year ending September 30, 2013. That’s a 2.3 percent increase over the number that would have visited without the campaign.
Those 1.1 million visitors, according to the study, spent $3.4 billion in the U.S. and had a total impact on the economy of $7.4 billion, supporting… Continue reading
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