South China Market Gets Update on Brand USA’s ‘Hear the Music’ Campaign
Brand USA presented its “Hear the Music, Experience the USA” marketing campaign to a group of more than 50 guests from airlines, tour operators, media and U.S. travel-trade partners at a cocktail reception it co-hosted with the U.S. Consulate General Guangzhou, Oct. 19, at Hard Rock Hotel Shenzhen in southeastern China.
At the event, Brand USA showed its music video, “Do You Wanna Dance?” – a centerpiece of this campaign. The music video includes five renditions of the song that became a mega-hit for California teenager Bobby Freeman in 1958. These renditions feature emerging artists who have instilled the flavor and musical style of their individual hometowns into their interpretations.
The “Hear the Music, Experience the USA” campaign aligns with this year’s release of “America’s Musical Journey,” Brand USA’s giant-screen film that traces the musical heritage of the United States through on-screen visits to a variety of American cities known for their particular musical roots.
The U.S. Consulate General of Guangzhou also briefed guests about U.S. visas. Jim Levy, consul general in Guangzhou, and Cynthia A. Griffin, minister counselor for Commercial Affairs, U.S. Embassy, Beijing, attended the event.
Brand USA representatives additionally discussed updates to the in-language Brand USA website for travel-trade professionals, a comprehensive tool for developing U.S. travel products.
Pacific Northwest FAM Held for Chinese Tour Operators
Eight outbound tour operators from Western China visited the Pacific Northwest region of the United States during a familiarization (FAM) trip, Sept. 19-27, arranged by Brand USA and Hong Kong Airlines.
The eight-day FAM included visits to Seattle, Washington, and the Oregon towns of Portland, Astoria, and Salem.
FAM participants also visited national parks, coastal destinations, and went on cultural tours that featured museums and music. Following the trip, participants said they became more aware of the tourism resources in the Pacific Northwest, and are now more apt to develop new tour products and itineraries for their travel customers.