New Tourism Ad Makes U.S. Look Like Canada
Brand USA is putting together a new ad campaign to advertise the assets of the United States of America as a vacation and tourist location.
Representatives from Brand USA state that the United States is far behind their contemporary countries when it comes to setting up advertising to get the country on the list of “places to visit” for foreigners.
A surprising revelation about the Brand USA campaign, however, is that it is decidedly un-American. America is usually touted by its strength and accomplishments and achievements: everything from the grandeur of Mount Rushmore to the impressiveness of the Statue of Liberty to the natural awe that surrounds the Grand Canyon.
In the Brand USA ads, everything revolves around the feel-good vibe of peace and harmony. No attention is brought to sites or majesties or buildings of massive scale. Instead, the ad touts diversity, acceptance, and love for everyone and everything.
“The United States has never had a concerted organized national tourism effort in the international arena. We were one of the last industrialized countries to not have one. It was an oddity,” said Chris Perkins, chief marketing officer of Brand USA, which is spearheading the campaign.
“We were basically allowing the individual brands across the U.S., pop culture and the news to spread the word about what we’re all about as a country and when you think about it, that’s a bit scary. It was high time.”
CBC reports, the $200-million American ad campaign comes at the same time the our own federal government cut the budget of the Tourism Commission (CTC) by 20 per cent to $58.5 million in 2013 from $72 million this year.
Does the video seem “Canadian” to you?