The first branding campaign for the U.S.A. began today

Surprising. This is the word who can describes best my opinion about the newest tourism campaign- USA- Land of Dreams. When I heard that there is an attempt of branding for this country I wondered.. Why a country like USA needs a branding campaign? Well, the answer is simple: Why not? Even if USA is a country that most people want to visit at least once in their life,  tourism must revive and reinvent itself even in a "land of dreams" so titrated. Through this campaign USA shows an interest to bring as many foreign tourists overseas as possible. But trying to capture a nation of America's size, complexity and diversity in a  TV spot is an elusive goal requiring creativity and a good understanding of the American spirit that gives this country mystery, fame and love to those who do not live in it. I'm not sure if they succeeded to reach this goal through this spot:

 As you can see, the spot is nicely shot and produced, the music is soft and a patriotism feeling is present everywhere. But is this America? For me, USA is more about  liberty, roughness, The Grand Canyon,  nonconformism, New York, cosmopolitanism, choice, diversity and so on. This spot looks like an usual TV commercial and doesn't impress me much. America is more than this. America is more fun, creative and impressive than this spot captured. I think most of the people overseas can get in touch with the feeling and the landscapes showed in this spot without going to USA. I wanted something more but maybe this spot is folded and describes the slogan campaign: Discover America like never before! Surprising..


Maria Bogus