The United States of America’s overarching travel body has launched a new name, logo, website and campaign to market the nation as a whole for the first time.

Formerly the Corporation for Travel Promotion, the body tasked with encouraging travellers from all over the world to visit America is now known as Brand USA.

Launched last week, the new website, discoveramerica.com, is a showcase of destinations within the USA, and displays the new pixellated, multicoloured ‘USA’ logo, itself a far cry from the brash red, white and blue stars and stripes often associated with the country.

The unveiling of discoveramerica.com represents a soft launch for an international campaign, planned to fully kick off in early 2012, in an effort to increase overseas visitor numbers to the country.