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Brand USA Launches First Ever Australian Brand Advertising Campaign

February 18, 2014 Destination North America No Comments Email Email

Brand USA, the public-private partnership responsible for promoting the United States to world visitors, has launched its first ever brand advertising campaign, “Land of Dreams,” in Australia.

A total of $1.5 million will be invested to promote “Land of Dreams” in the Australian market in a bid to educate audiences on the diversity of the U.S. as a travel destination and build on the record visitation numbers to the U.S. which has seen visitor numbers double from 582,000 in 2005 to 1,122,000 in 2012.

“Visitation from Australia to the U.S. is at an all time high and currently, Australia is the ninth largest international market for the U.S.,” says Joe Ponte, Strategy Director for Brand USA in Australia.

“Brand USA’s goal is continue to sustain and grow this market by showcasing to Australians the limitless possibilities that are on offer in the United States. It’s not just a once in a lifetime holiday destination; the U.S. offers a lifetime of holidays and that’s what we’ve tried to portray in this first TV commercial.”

Featuring an original track by Grammy award-winning singer/songwriter Rosanne Cash – also known as the daughter of American music legend Johnny Cash – the “Land of Dreams” TV spot invites its Australian audience on a journey to discover the U.S. like never before. A montage of stunning imagery and locations are depicted in the commercial, the majority of which are from the broader regions of the U.S. and are relatively unknown in the Australian market.

Brand USA’s Land of Dreams marketing campaign will incorporate TV, outdoor and digital advertising. The campaign will be boosted with additional advertising reach and tactical airfares to key U.S. destinations in partnership with Qantas Airways.  The campaign will run until mid-April 2014 and is part of a global marketing campaign being rolled out to attract international visitors to the U.S.

View Land of Dreams online at 

Visitors can engage with Brand USA by following @DiscoverusaAUS and ‘Liking’ DiscoverAmericaAUS on Facebook.

For more information visit

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