Chengdu You Wanna Dance? Brand USA Hosts Musical Gathering with U.S. Consulate General, Chengdu
On March 5, Brand USA partnered with the U.S. Consulate in Chengdu, China, on a music-themed event for the western China market. The purpose of the event was to deliver an inspirational and educational message to the marketplace while highlighting Brand USA’s music campaigns. The event took place at Yan Ji You, a high-end national bookstore chain, and included around 80 attendees, including 40 key travel trade in Chengdu, 12 mainstream media outlets, nine airline representatives, and nine U.S. DMO partners.
The consulate team was led by Consul General Jim Mullinax and included staff from the Commercial Service, Consular Section, and Public Affairs Section. Consul General Mullinax and his team emphasized that the United States continues to welcome Chinese visitors, that there have been no changes to visa policy, and that all parties will continue to help the travel and tourism industry grow. In fact, CG Mullinax and his wife leaned into the theme and hopped on stage to perform a few of classic American songs: “Route 66,” “Georgia on My Mind,” and “Summertime.”
Brand USA China Regional Director James Huang discussed statistics on Chinese outbound travel to the United States, the 2018 U.S. – China Tourism Leadership Summit, and Brand USA’s marketing initiatives in China, including the “Hear the Music, Experience the USA” campaign and the new WeChat B2B platform. Brand USA Travel Trade Marketing Manager for Chengdu Sasha Li further elaborated on Brand USA’s online tools to educate the travel trade and distribute new product to the market, including music-themed itineraries.
The musical gathering in Chengdu is just one example of the many successful collaborations with U.S. diplomatic missions across the globe. These efforts include initiatives such as the “Market the Welcome” program to enhance the experience in consular waiting areas, giant screen film events led by U.S. ambassadors, Independence Day celebrations at U.S. embassies and consulates, and other events to promote the USA as the premier travel destination. Brand USA and our federal partners continue to expand on these successful partnerships throughout the world.
