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» New upcoming release:ALEX NEMEC & ELEVEN SINS – LAND OF DREAMS | ohyqukecew.cf

Oberoi Realty. Precious Metal. Market Watch. Pinterest Reddit. By Amit Bapna. Grammy-award winning artist Rosanne Cash 's song " Land of Dreams " forms the heart of the first ever marketing campaign launched to brand an entity which many may feel does not require much branding — the ubiquitous United States of America. The people behind the campaign would beg to differ. The campaign seeks to tap into people's emotions, reminding them of what they love most about America — the diversity, pop culture, optimistic spirit and larger than life presence — and invite them to see, hear and feel it in a new way.

Driving the feel-good and fuzzily warm campaign are some solid insights mined during extensive quantitative and qualitative research. Chris Perkins, CMO, Brand USA, observes that irrespective of whether people had been to America or not, they felt they already knew "all there was to know, through a lifetime of exposure to our near-omnipresent brands, and regular coverage in the international news and entertainment media. Many felt almost overly familiar with America.

For this reason, it was imperative to help people realise that there is much more to the United States.

The Cave of Dreams

While pegged as a global campaign with insights and research from 11 target markets including China, India and Brazil, each country's cultural insights are reflected in the creative executions. Building on the universal appeal of music, it was identified as an optimal way to bring to life the spirit of Brand USA across cultures. Adds Eastman, "If it has the kind of in-market resonance we are hoping for, music will continue to be integrated across our brand efforts for the foreseeable future. As per the plan, subsequent campaign waves will include Brazil and South Korea, to be followed soon after by other identified countries,which include China, Germany, Mexico, India and Australia.

The Land of Dreams - Northern Lite

Adds Eastman, "Plans are afoot to employ a fully integrated marketing strategy using a mix of 60, 20 and 15 second television spots, as well as digital, billboard and print advertisements, along with a robust online presence and social media strategy. As someone who has worked on the first and several subsequent Incredible! In his view, the visuals appear to focus more on the melting-pot, multicultural side of America than places of tourist interest.


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Agrees David Keen CEO of QUO Global, a tourism branding firm, "it also shows a more humble side to America, critical to the development of their inbound tourism efforts, particularly in the ever growing Asian region who need to see a softer side. First of all, In the Land of Dreams probably has more spoken word samples in 6LA8's discography, which is a real bummer.

This would be a much bigger deal if the music behind the words didn't sound so bland on this album, which seems to focus almost entirely on the post-rock aspect more than any other. Post-rock generally starts out quiet and builds up to some kind of climax, sometimes more than once in a single song, but these tracks start out at one level and simply ride it through to the end without changing much at all - this is the majority of the album. Then there are tracks like "Mellow Creativity" that serve as random sounding filler tracks that are not emotional nor entertaining.

Considering that these tracks are relatively enjoyable with one truly engaging song, they do not at all make up for the 1 hour and 17 minutes of filler material that this albums seems to be a dumping ground for. I wouldn't feel comfortable suggesting this In the Land of Dreams to anyone to listen to as an introduction to this band, and I'd recommend this album stay as a last resort, only to be listened to when the better albums in 6LA8's discography have been exhausted.

If you do desire to listen to this album, it is available for free online. I'm sure that a lot of people out there will really love this album, but I personally just didn't dig it. You must be a forum member to post a review, please register here if you are not.

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