Brand USA, a Los Angeles-based tourism organization responsible for promoting the United States to international travelers, is readying its first marketing campaign. The initiative will focus on the diversity of experiences available in the United States and feature the tagline, "Discover this land, like never before." The campaign, developed in association with JWT, will consist of 60-, 20- and 15-second television commercials, as well as digital, print and billboard advertising, online materials and social media activities. The campaign also includes a redesigned website at DiscoverAmerica.com. The television creative features singer/songwriter Rosanne Cash playing an original song under the Brooklyn Bridge in New York, accompanied by various international musicians. The first phase of the campaign will break on May 1 in the United Kingdom, Japan and Canada, with a budget of $12.3 million for the first three months. The second phase will take place in Brazil and South Korea, followed by several additional markets. "Other countries around the world have prioritized tourism efforts for years, yet in the 236 years since the United States of America was founded, this country has never had a nationally coordinated effort dedicated to inviting travelers to come visit us," said Stephen Cloobeck, chairman of the board at Brand USA. "That changes today. This new campaign will tap into an incredibly valuable economic resource, the millions of visitors who want to experience all that our great country has to offer."