Brand USA Newsletter - February 2019

“America’s Musical Journey” Receives Warm Reception at Netherlands Premiere

Brand USA premiered its new giant-screen film, “America’s Musical Journey,” to a receptive audience in the Netherlands.

The film, which showcases the rich musical heritage of the United States, was shown December 6 at the Omniversum Theater at The Hague, Netherlands to an audience of 58 key partners in the Dutch travel industry, including tour operators, travel agents, destination representatives and the media. 

The premiere was held in cooperation with Air Canada and Visit USA Netherlands, Guests were treated to food, drinks, and live music.

Partners attending included ITG Companies, Tenzing Travel, Tioga Tours, Fly to the West, as well as destination representatives from Travel Portland The Great American West, Visit Memphis & Tennessee, airline partners and travel agents.

The film, narrated by Academy Award®-winning actor Morgan Freeman, follows the journey of Grammy Award-nominated Singer/Songwriter Aloe Blacc for a tune-filled tour of the USA’s most iconic music cities encompassing America’s celebrated musical heritage. As a collaboration between the destination marketing organization and MacGillivray Freeman Films along with global presenting sponsors Expedia Group and Air Canada, the film is a cornerstone of Brand USA’s marketing strategy to promote the United States as a world-class travel destination. 

The Netherlands is an important inbound market for the United States.  The National Travel and Tourism Office (NTTO) of the U.S. Department of Commerce estimates that the U.S. is expected to see a 17 percent increase in visitor volume from the Netherlands over the next five years.  The volume is predicted to rise from 700,000 visitors in 2017 to 821,000 annual visitors in 2022.  Those number are even more significant when considering that the Netherlands has only 17 million residents.

For a current list of theaters showing the film, please check here: http://AmericasMusicalJourney.com/theatres/.  

Brand USA’s first giant-screen film, “National Parks Adventure," which was voted the Best Film of the Year by the Giant Screen Cinema Association and became the highest grossing film of 2016, is available on Netflix.