A softer, gentler America that looks a lot like Canada, with its depiction of diverse people and stunning landscapes, is the focus of a new travel campaign that is making the tourism industry here nervous, but experts say the real aim of the exercise may be to rebrand the \”militaristic\” United States.
The centrepiece of the Discover America campaign is a TV spot featuring the folksy Land of Dreams sung by Roseanne Cash accompanied by diverse musicians, while scenes of urban and nature vistas flash across the screen interspersed with multicultural images such as smiling women in hijab and musicians playing sitar and tabla. The tagline: Discover this land as never before.
The first national campaign to sell America to the rest of the world since the Reagan administration has been launched in Canada, the U.K. and Japan and will be expanded to Brazil, South Korea, Germany, Australia, China and India this fall and next year.
Read more: New tourism ad makes U.S. look like Canada
Watch the ad here: