Brand USA Newsletter - April 2019

Joint Promotions with Bloomberg, Telegraph, Euronews Spotlight Music Campaign

Brand USA, in mid-March, partnered with two high-profile media outlets – Bloomberg Media Group and the London-based Telegraph Media Group – to advance its current “Hear the Music” campaign.

A third Brand USA alliance – with Euronews NBC – is also using the appeal of music to showcase U.S. destinations to international travelers.

The new effort with Bloomberg, which started March 15, is a six-month, print and digital program that targets Bloomberg’s affluent, travel-ready audience in eight global markets: Australia, Brazil, Canada, France, Germany, India, Mexico, and the United Kingdom.

All of the digital assets in the Bloomberg promotion link to Brand USA’s “Hear the Music, Experience the USA” online hub.

Brand USA’s campaign with Bloomberg is using print inserts in the European and Asian editions of Bloomberg Businessweek. The media mix also features outstream-video advertising, which allows video to be inserted between blocks of printed text. This relatively new format extends the reach of video beyond the presence of YouTube videos.

Nightclub event in London

Another promotional effort emerged from Brand USA’s ongoing partnership with the London-based Telegraph Media Group, publisher of The Daily Telegraph, a national British daily newspaper. A “Hear the Music” event was held March 14, at The Steel Yard in London. The venue is a nightclub and bar that’s known for its cavernous interior space amid brick, railroad archways.

Two U.S. musical artists, Omar Aragones (Detroit) and Robin Barnes (New Orleans), performed at the event. Food and drinks that represented a range of U.S. destinations were also available.

Euronews

The Brand USA partnership with Euronews has created “Notes From the USA,” a video series of 10 episodes, in which each one focuses on one of 10 different U.S. cities and towns through the perspective of music. The series airs on the Euronews channel, one of the most-watched news outlets in Europe and one that delivers world news in a dozen languages. It will also reside on Euronews’ digital hub and social-media platforms, and on Brand USA channels.

Two musicians, Foy Vance, a Northern Irish musician and songwriter, and Laetitia Shériff a French musician and composer from Paris, host each of the six-minute segments as they explore cultural aspects of the cities they visit and interact with local residents.

The U.S. destinations in “Notes From the USA” (with states) are: Cleveland (Ohio); Detroit, (Michigan); Seattle (Washington); Santa Fe (New Mexico); Muscle Shoals (Alabama), Boston (Massachusetts); Minneapolis (Minnesota); the Bronx in New York City (New York); Asheville (North Carolina); and Philadelphia (Pennsylvania).

Music destinations in the USA

And, the ”Hear the Music” campaign – in tandem with Bloomberg and Telegraph Media – spotlights these destinations, as represented by Brand USA’s industry partners: Austin, Texas; Chicago, Illinois; Detroit, Michigan; Jackson, Mississippi; Las Vegas, Nevada; Miami, Florida; Minneapolis, Minnesota; New Orleans, Louisiana; Owensboro, Kentucky; and West Hollywood, California.

‘America’s Musical Journey’

Brand USA’s “Hear the Music” campaign emerged after the 2018 release of its giant-screen documentary, “America’s Musical Journey.” The film traces the development of signature American styles of music as they relate to iconic locations across the United States. It’s the second film that Brand USA has produced in partnership with independent filmmaker MacGillivray Freeman. The first, released in 2016, was “National Parks Adventure,” a tribute to U.S. national parks and the centennial of the National Park Service.