The second phase of a global campaign to promote tourism to the US launches in the UK today (Friday).

The advertising push is being run in partnership with British Airways and includes 60 and 30-second TV adverts, supported by digital and print slots.

The Land of Dreams campaign, which invites potential visitors to ‘Discover this land, like never before,’ runs until March 4.

Tourism marketing body Brand USA will also extend the campaign in the UK through strategic partnerships with tour operators and airlines.

The first wave of the Brand USA advertising was launched last May in the UK, Japan and Canada, and lasted for three months. It resulted in a 14% increase in the “intention to visit” the US from the UK.

A new consumer website at features 250 travel ideas, highlights of US destinations, plus essential entry information.

Brand USA chief executive Chris Thompson said: “Our goal is nothing short of rekindling the world’s love affair with the USA. We want to spread America’s message of welcome around the world and invite travellers to experience the limitless possibilities the United States has to offer.”