Letter from the President & CEO
February is Oscar month – appropriate timing for the launch of National Parks Adventure, our giant-screen tribute to the Centennial of the National Park Service. Our premiere occurred February 10 at the Smithsonian’s National Museum of Natural History in Washington, D.C., and a second premier took place in London on February 16. Narrated by Academy Award® winner Robert Redford, National Parks Adventure is acclaimed filmmaker Greg MacGillivray’s most visually ambitious giant-screen film to date — a film that offers not only a sweeping overview of the national parks’ history, but is equal parts adrenaline-pumping odyssey and soulful reflection on what the wilderness means to us all.
The film has opened to very positive reviews and already we are hearing reports of sold-out shows in Washington, D.C. at the National History Museum and the British Film Institute (BFI) Odeon IMAX® theatre in London. We will be holding additional premiere events and screenings in various markets around the world through September as we continue to celebrate the unique treasures that are the USA’s National Parks.
The film opened worldwide on February 12 and will play in over 30 states and 12 countries over the next year. Within 18 months, we estimate over 4 million international consumers from more than a dozen key countries including China, Japan, India, UK, Germany, France, Switzerland, Denmark and The Netherlands will see the film.
The global release of this documentary caps-off nine months of filming at over 40 national parks, by our partner and the world’s leading producer and distributor of giant-screen films, MacGillivray Freeman Films. The sponsors of National Parks Adventure include Expedia Media Solutions, Subaru of America, Inc., REI, Sunset and Coastal Living (Time Inc.) and Youku in Asia. To find a theater where the film is showing near you, please visit NationalParksAdventure.com.
USA – China Tourism Year & China Sales Mission
This month also marks the official launch event for the 2016 USA – China Tourism Year that will be held in Beijing on February 29. The event builds upon the momentum of the 2016-2017 Work Plan of the USA – China Joint Commission on Commerce and Trade Tourism Working Group (signed by the Department of Commerce and the China National Tourism Administration on September 10, 2015), as well as the opportunity created by the reciprocal extension of short-term tourist and business visas issued to each other’s citizens from one to ten years (effective November 12, 2014). Throughout this designated year, Brand USA’s China marketing initiatives will be front and center along with other supporting initiatives led by the Department of Commerce. Our programs will focus on three areas:
- EDUCATING (via our China–ready educational programs, road shows, and sales missions, as well as our USA Discovery Training program and other agent training)
- PROMOTING (via our first-ever MegaFam from China to the USA, giant-screen film, in-market social media marketing efforts, brand campaign, and co-op marketing efforts)
- SHARING (via the sharing components of our social media marketing efforts on content hubs)
The launch event coincides with the inaugural sales mission Brand USA is hosting in China from February 24 to March 4 — so we are pleased many of our partners will be in attendance. The itinerary includes visits to three Chinese cities: Guangzhou, Beijing and Shanghai.
Current Marketing Activity
Our consumer and trade marketing initiatives are also very active in key markets. Our USA campaign to reach international travelers through consumer marketing efforts is currently running in Australia, Brazil, France, Germany, India and Sweden through a combination of online, video and digital ads.
Industry Events
February has been a time to re-connect with industry leaders and partners here in our nation’s capital. On February 9th we gathered with colleagues at the Destination Marketing Association International’s annual Destination and Travel Foundation Gala where the National Parks Service received the “Spirit of Hospitality” award.
The next day, February 10th, we hosted our second annual CMO (Chief Marketing Officer) Roundtable, designed to introduce Brand USA promotional campaigns and strategies to industry partner marketing leaders.
That afternoon we held a Brand USA open house for our partners and DC stakeholders, unveiling our recently renovated eighth-floor headquarters in downtown Washington. The new office layout is designed as an opening and inviting environment fostering collaboration among Brand USA staff and partners.
Brand USA’s international representation teams were in town on February 11th. This annual gathering was a great opportunity to meet with our colleagues from 11 key markets. We held interactive workshops and shared our upcoming projects and initiatives.
Also, in February, Brand USA partnered with TravMedia and held an International Media Marketplace in Australia. In addition, we held our USA Road Show in Christchurch and Auckland, with the largest contingency of agents in New Zealand gathering for a USA themed-event for over 40 partners to showcase their destinations.
In March we are looking forward to additional premiere events of National Parks Adventure — including the first event that month to be held in Copenhagen in collaboration with the Visit USA committee. Other events to be held in March where Brand USA will have a strong presence include ITB in Berlin, MITT in Moscow and WTM Latin America.
In April, we will be participating in the next World Travel and Tourism Council (WTTC) Annual Summit. This year the Summit will be held in Dallas from April 5 to 7 and focuses on sustainable tourism. Brand USA is a sponsor of the event together with U.S. Travel and the U.S. Department of Commerce.
We look forward to sharing more about these and other events as the dates approach.
Thank you for your continued support and best wishes for ongoing accomplishment and success in 2016.
Together, we are Brand USA.
Chris Thompson
President and CEO