Work Submission: America's First-Ever Global Marketing Campaign Putting Jobs Back on the Map

Today, for the first time ever, America is actively marketing itself to international travelers with the launch of a new campaign from Brand USA and JWT.

As Brand USA CEO Jim Evans put it, “Our goal is nothing short of rekindling the world’s love affair with the USA -- the place, the spirit and the dream.”

The campaign showcases the incredible diversity of locations and experiences available in the U.S. while inviting visitors to “Discover this land, like never before.” The $12.3 million campaign aims to increase the amount of new visitors to the U.S. by millions, generate billions of dollar in revenue, and, perhaps most importantly, create thousands of new jobs.

The spot launching the campaign features Johnny Cash’s daughter Rosanne Cash performing the song “Land of Dreams,” which she wrote especially for the campaign, with a group of musicians from around the world. This aspect of the spot will feature in another part of the campaign: Brand USA will invite musicians from around the world to perform in their favorite U.S. cities and towns while chronicling the experience with social media. In addition to 60, 20 and 15-second television spots and social media strategy, the integrated campaign will also feature digital, billboard and print advertisements and a newly re-launched website: DiscoverAmerica.com.