Brand USA’s “America’s Musical Journey” Garners Positive Reviews at Australian Premiere
Brand USA premiered its new giant-screen IMAX® film, “America’s Musical Journey,” before a receptive audience of travel professionals in Sydney, Australia last month.
The film, featuring Aloe Blacc, a Grammy Award-nominated singer and songwriter, was shown at the Sydney Opera House and included live performances by Austin, Texas native Mobley and Australia’s chart-topping singer and songwriter, Taylor Henderson.
A collaboration between Brand USA and MacGillivray Freeman Films and presenting sponsors Expedia Group and Air Canada, the film tracks the rich musical heritage of the United States and explores the musical genres of jazz, blues, country, rock and roll, and hip-hop. Blacc visited top music cities, including New Orleans, Louisiana; Chicago, Illinois; New York City, New York; Nashville and Memphis, Tennessee; and Miami, Florida.
In addition, a training event for 80 travel agents was held in Brisbane, which also included a viewing of the film. The event served the dual purpose of entertaining, while educating agents on promoting U.S. travel destinations.
The premiere also promoted GoUSA TV for a special, limited-time holiday season release. GoUSA TV is the premier travel entertainment channel where viewers can watch full episodes, documentaries, and films about U.S. travel without any subscription or fees. The app enables Brand USA to strategically curate and distribute video content across categories, including the great outdoors, road trips, food and drink, and culture and events.
Brand USA also sponsored a product manager familiarization tour to commemorate Air New Zealand’s inaugural direct flight from Auckland to Chicago, Illinois.
Brand USA was invited to be part of the celebrations along with New Zealand-based government officials, the U.S. Embassy, and the New Zealand deputy chief of mission. Brand USA and Choose Chicago hosted a welcome cocktail reception ahead of the official Air New Zealand launch event at Revel Motor Row in Chicago. In addition to product managers, key New Zealand-based buyers of U.S. tourism product secured seats on the launch flight and participated in the familiarization tour, allowing them to experience firsthand the U.S. destinations of Chicago and New York City.