Brand USA hits the musical road

THIS week the Australian travel industry has been invited to take a musical journey across the USA, with a series of events to celebrate Brand USA’s latest film America’s Musical Journey.

The Sydney premiere took place at the Opera House last night, while a launch event will take place in Melbourne next week.

The movie collaboration between Brand USA and MacGillivray Freeman Films was sponsored by Expedia and Air Canada, and reveals the rich musical heritage of the United States through the eyes of singer and songwriter Aloe Blacc.

Brand USA Chief Strategy and Communications Officer, Anne Madison, is in Australia for the events, and told TD the movie continued the content-driven strategy of the organisation’s previous film which featured US National Parks (TD 23 Aug 2016).

She said that had been “by far our most successful marketing effort...we are seeing people being entertained to in turn be inspired to travel”.

Madison said the documentary approach was also driving deeper engagement by Australian travellers, who are exploring regional areas of the US in ever-greater numbers, while the initiative is also inspiring a significant amount of family travel.

Pictured above in Sydney yesterday are, from left: Matt Fletcher, Brand USA Australia; Camila Clarke, Senior Director Corporate Communications Brand USA; Anne Madison, Chief Strategy and Communications Officer Brand USA; James Namude, Director of Global Sponsorships Brand USA; and Tori Goddard, PR Manager Brand USA.