Brand USA Federal Partner Newsletter - January 2018

National Parks Adventure Showing Around the World

Brand USA’s acclaimed giant-screen film, National Parks Adventure, has successfully reached travel-trade, media, and consumers in IMAX theaters around the world. Thanks to Brand USA’s partnership with the U.S. Commercial Service and U.S. Embassy partners worldwide, the film has been shown in over 10 countries beyond the film’s initial release schedule. The film, which provides a sweeping overview of the national parks’ history and captures their stunning beauty, provides never-before-seen shots captured in partnership with the National Parks Service and the Department of Interior. 

Early results from the film have been strong. More than 3.2 million people worldwide bought film tickets within the first 9 months, including over 700,000 movie-goers in 38 international markets. Over 8 million people, including approximately 5.2 million in international markets, have seen the 2-minute theatrical trailer in giant-screen theaters. 81% of viewers saying they are more likely to visit the USA after watching the film, with nearly 60% saying they would pick the USA over another international destination after watching the film. The film’s PR campaign has garnered more than 4,000 pieces of earned media, with more than 7 billion impressions. 

Film showings have benefited from ambassador led involvement in Madrid, Jakarta, Tokyo, Mexico City, Copenhagen, Toronto, and more. In addition, U.S. Consular Generals in Sao Paulo, El Salvador, Croatia, India, and Costa Rica have helped welcome hundreds of guests to National Parks Adventure showings to promote the excitement of the great in the United States. 

Brand USA continues to support high-level opportunities to bring the film to markets large and small. Additional showings are currently being planned for Turkmenistan, Poland, and Honduras. Brand USA welcomes the opportunity to work with U.S. posts globally to show the film to members of the media, travel-trade, and consumers.

The film has been critically acclaimed by the industry. National Parks Adventure is the highest-grossing documentary of 2016. During the Giant Screen Cinema Association Awards, National Parks Adventure won multiple awards, including Best Cinematography, Best Marketing Campaign by a Distributor, and Best Film. The film’s campaign has also won 3 Gold Awards at the 2016 HSMAI Adrian Awards for Best Global Campaign, Advertising Innovation and PR Special Events.