ad campaign is centerpiece of groundbreaking program
The U.S. Department of Commerce unveiled its long-awaited advertising
campaign today, the first integrated marketing campaign designed
to promote the United States as a travel destination. The advertising
campaign, which focuses on the United States through American film
and television, will come to life in national TV advertising and
London area posters as part of a $4 million media buy in the UK
The integrated campaign includes public relations, promotions
and co-operative marketing components, and features one America’s
biggest exports – the entertainment industry. It invites British
travelers to see and experience the real America they know and love
from some of their favorite films, and aims to woo travelers to
experience the great diversity of travel destinations within the
The advertising theme is “You’ve Seen the Films, Now
Visit the Set™.” It features recognizable and iconic
film landscapes from destinations that appear in the titles of American
films, including “Chicago”, “Sweet Home Alabama”
and “Viva Las Vegas”.
Douglas Baker, Deputy Assistant Secretary for the U.S. Department
of Commerce, said the campaign is designed to make potential travelers
in the UK recognize the United States as the most desirable and
exciting long-haul travel destination on earth.
“This exciting campaign concept has taken its inspiration
from one of America’s biggest exports – the entertainment
industry,” said Baker. “We hope this will encourage
British travelers to see and experience the real America they know
and love from some of their favorite films, TV programs, books,
music and photographs.”
Baker said Commerce Department research shows UK travelers rank
the United States highest in terms of destination desirability.
“There is so much diversity in our country that we can offer
a completely different experience visit after visit,” said
The TV advertising campaign launches nationwide on Sunday 19th
December 2004, just ahead of the traditional peak holiday buying
period for British consumers, and will comprise 50-second and 30-second
Three 48-sheet outdoor posters will appear on 3rd January 2005.
Each features an iconic shot from a hit U.S. movie, including the
famous clip of Thelma & Louise driving through magnificent
Monument Valley, Spiderman dashing across the rooftops
of New York City, and the alluring Hawaii surf shot from Blue
More than 70 travel and tourism industry organizations will participate
in this marketing campaign, extending the value of the U.S. tourism
promotion campaign by more than $2 million. Nearly 70 other partners
are participating in website and print components of the campaign.
The integrated marketing campaign has been developed for the U.S.
Department of Commerce by the Visit America Alliance, a consortium
of agencies in the U.S. and UK that specialize in tourism marketing.
The Alliance is led by Edelman/Jackie Cooper Public Relations, and
the advertising has been created by M & C Saatchi. The cooperative
program was led by BVK and USDM.net.
For further details, please contact:
Direct Line: 020 7208 7280
Notes to Editors:
- The film title sequence of the TV advertising executions includes:
- Maid in Manhattan (50” & 30”)
- Chicago (50” & 30”)
- Miami Blues (50” & 30”)
- Oklahoma (50”)
- L.A. Story (50” & 30”)
- Beverly Hills Cop II (50”)
- The Alamo (50”)
- Alaska (50”)
- Sweet Home Alabama (50” & 30”)
- Grand Canyon (50”)
- Viva Las Vegas (50” & 30”)