A marketing campaign promoting the USA as the world’s leading destination for Europeans will include Hawaii in its push.

The “Discover America” campaign, by Thomas Cook Group in partnership with Brand USA, the destination marketing organization for America, is a multimillion dollar agreement and will last initially for three months from its mid-January launch.

Promotional components will run simultaneously across the UK, Germany, Belgium and the Netherlands across all media and marketing platforms, both aimed at consumers and the travel trade.