US uses Hollywood images to try to boost foreign tourism

In an effort to boost foreign tourism to the USA the American Federal government is starting a $6 million advertising campaign in the UK this year (and $10 million next year in the UK and Japan) to try to promote the country.

The ads, created by M&C Saatchi, feature scenes from Hollywood movies such as Thelma & Louise, Chicago, L.A. Story and Maid in Manhattan. The print, TV and billboard campaign show US "location" shots and follow the theme "You've seen the film. Now visit the set."

Comments (1)

  • Dabitch's picture
    Dabitch

    Somehow I think it's going to take a lot more than a welsh woman in the filmatisation of Chicago and $10 million to turn the US current image around. Isn't that a pathetically small sum?

    Oct 11, 2005

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caffeinegoddess I'm a creative director and copywriter with digital, integrated, and traditional expertise. I love sound strategy and great executions.