Any elementary school teacher knows music is the universal language to transcend cultural barriers. “Land of Dreams” is a beautiful song written and performed by Rosanne Cash for the first ever global marketing campaign to promote USA tourism.
The video of Rosanne accompanied by other musicians like Los Lobos and Bebel Gilberto was filmed under the Brooklyn Bridge in New York and shows images of American life and landscapes. The song and video for Land of Dreams is being used in international marketing campaigns to promote the USA to the world as a tourism destination.
I love this song. No hype here. The visual imagery accompanying the music in the 2:30 minute full length video creates the effect on me that mirrors the DiscoverAmerica.com marketing slogan for USA tourism: “See it, Hear it, Feel it.”
This is the song for America. The lyrics and the music are simple, elegant and deep. The images in the video are gorgeous and reveal the diversity of people and places in our country and states.
Rosanne Cash, Grammy award winner songwriter and daughter of American music icon Johnny Cash, wrote the song “Land of Dreams” being used in the initial marketing campaign for Brand USA. “Land of Dreams” is a song that welcomes and invites people throughout the world to visit the United States and enjoy our rich experiences, diversity and destinations.
Brand USA is the new tourism marketing entity promoting the United States to world visitors. Research for its initial marketing campaign showed one way to reach people speaking different languages and from different cultures is through music. DiscoverAmerica.com is the official tourism website for the USA where the song is featured along with destination profiles around the USA.
Music is an obvious bridge to language barriers for any elementary school teacher working with students in English language development. On mornings I help my wife in her first grade classroom. I sure hear the Spanish-speaking students belt out the “Star Spangled Banner” and “This Land is Your Land” as clearly and loudly as the English speakers. This year I usually hear the little Colombian girl’s voice rise above the others. I love hearing their little voices in song.
I can’t wait to hear those little kids singing “Land of Dreams”.