Brand USA officially launched at this past week’s USTA PowWow in Los Angeles. Brand USA was created in 2010 to encourage travelers from all over the world to visit the United States. The public-private marketing entity works in close partnership with the travel industry to maximize the economic and social benefits of travel in communities around the country. Through its website, Discover America, Brand USA will inspire travellers to explore America’s boundless possibilities.
As part of the new branding campaign, Brand USA commissioned Grammy Award-winning singer/songwriter Rosanne Cash to create a song that could serve as a new anthem for America. An anthem that represented the diversity of this country and that would invite and welcome visitors from around the world to our country. Featuring guest artists that include Los Lobos, Bebel Gilberto and TREME, I think the video captures the diversity of our people, culture, and geography. It really shows how the USA is a “Land of Dreams.”
I heard the song at PowWow, have listened to it several times since then, and in a catchy sort of tear-in-your-eye kind of way, I think it captures the best of our country – the best of ourselves and the best of what we have to offer the world. If you find the tune as enjoyable as I did, take advantage of the free download and share this “Land of Dreams” with your family, friends, and the world.