July 6, 2012 – 12:36 pm
Brand USA, America’s travel promotion office has launched its first-ever campaign “Discover America” targeting overseas visitors.(Hat Tip ASTA Smartbrief) The Land of Dreams advertisement is shot against backdrop of majestic landscapes and attractive people having fun. Rosanne Cash (daughter of Johnny) and a multicultural assortment of musicians tell the world that, “It’s closer than it seems; come and find your land of dreams.”
The ad can be seen here on youtube.com
My personal opinion is that the ad is simply another misguided attempt that tries to swing for the fence and then so predictably, strikes out. i.e. Message Not Received.
Note to the 3 people reading this post. Please tell the powers that be over at Brand USA that everyone on the planet has a preconceived notion of America. I mean EVERYONE. The concept of America has long since been established in the minds of international citizens by our most visible export, the film industry. Combine that with an international citizen’s own personal experience and possibly that of their peers, one quickly comes to the realization that no 30 / 60 second broad based, mixed message ad is going to change anything at all.
If one analyzes the ad, one quickly recognizes that such a broad reaching ad containing random pictures of geographical landscapes, a blatant failed attempt to mimic the standard coke ad icon theme (“I’d like to teach the world to sing”), and a successful dissemination of a cliche rich garbled message that america has both a midwest flavor and a caribbean flavor (The sterotypical image of a gentleman playing checkers much akin to what one would find in a small town in Barbados and a pink cadillac cruising the streets of Miami) is going to do absolutely nothing to sway the minds of international travelers to spend their hard earned dollars in America versus say a Greece, Spain or Turkey.
Of course to put a nail in the coffin of the absurd, the whole ad is overlayed with Rosanne Cash singing Appalachain folk music. Aye Carumba.
If Brand USA wants to do something useful, they should spend 30 seconds highlighting St. Louis, spend 30 seconds highlighting Dallas/Fort Worth, spend 30 seconds highlighing Colorado, etc. And, have a call to action in the ads. In other words, tell the international community how to get started. Make the message simple.
In addition to the ad campaigns, have coordinated strategic sessions with travel professionals in each of the targeted areas thereby enabling travel deals to be closed quickly. It’s all about information, a call to action, and being “easy to do business with”. That is what Brand USA should always keep in mind.
For once we have the potential to help disadvantaged regions in the US by bringing travelers in form all areas of the world. There are stimulus dollars to be spent. Let’s not waste time with mixed, overly broad messages which don’t leave an impact on the minds of potential consumers. Otherwise, the messages become forgettable, just like the latest Ad from Brand USA.
The full article can be read at seekingalpha.com
Tags: brand-usa, discover-america, united-states-tourism