hit one million video views across YouTube, Facebook, Twitter and Instagram, the total number of views was 2.6 million in August. A new series fi lmed in the summer at the Iowa State Fair and in Louisville, Kentucky, will be on Brand USA’s connected TV channel too. Native American culture is another focal point for Brand USA. It has been fi lming Native American musician Gareth Laffely with an orchestra at movie director George Lucas’s Skywalk Ranch in northern California, as well as fi lming in Maine, Alabama and Alaska. The resulting videos were being shown on its connected TV channel from October.
Emerging artists as well as long-established bands feature in Brand USA’s Hear the Music campaign
three regular-season games between six American football teams at Wembley in October, as well as a Kickoff event in Piccadilly in September celebrating the start of the NFL season.
being produced as part of an American Sound series for Brand USA’s GoUSA TV service, launched in February and accessed via streaming platforms Roku, Apple TV and Amazon Fire TV, with Google Chromecast being added in 2019. A video-on-demand mobile app for the streaming TV service was launched by Brand USA this autumn. GoUSA TV was also the sponsor of the NFL London Games featuring
Brand USA is keeping its annual target of video views on GoUSA TV at three million, even though it had reached 2.5 million views by June. “From a viewership perspective, we’re not necessarily counting the individual people or the video views, we are looking at the duration of time and what people want to watch as we optimise the videos to make sure that we’ve got the right content up on that channel,” Lanza explains. The three markets showing the most consumption of content, she reveals, are Canada, Mexico and the UK, and the eventual aim is to have as many views internationally as from the USA.
Additional areas
Besides music, food is another area being highlighted by Brand USA. It has been working with the team from British YouTube channel SORTEDfood, producing four humour-fi lled videos fi lmed in Kansas City, Missouri, and Chicago in 2017. With a goal to
As for its giant-screen fi lms, Lanza says Brand USA has no plans to stop showing its original production, National Parks Adventure, in Imax cinemas and science centres. She reveals that a recent ROI (return on investment) study showed that in 2017 alone, the fi lm generated almost 50,000 trips and $173 million in visitor spending, with statistics projected to increase to 172,000 visitor trips and almost $700 million in visitor spending. The fi lm is available to all 104 million subscribers of Netfl ix, thanks to a three-year agreement signed in early 2017 that can be extended, she says, adding that it will be shown in tandem with America’s Musical Journey in some international cities. “What we’re looking at is the same trajectory for this new movie, and we’re really just incredibly excited for it because the reception has been incredible, even so far as winning the Audience Recommendation Award at the Beijing Film Festival,” she enthuses. Lanza confi rms there will be a third giant-screen fi lm, produced once again by Imax pioneers McGillivray Freeman, who produced the fi rst two.
“We are actually getting ready to
start fi lming,” says Lanza. Details are being kept under wraps “but we will focus on this idea of exploration and trailblazers”. The new fi lm, says Lanza, “will not focus on music per se but music will play a very important part, and that’s what we will focus on for now: exploration, music, food and sport. It’s all about passion points and how we can share that with the world.”
■ Brand USA is exhibiting on stand NA370
60seconds with...
CATHY DOMANICO
vice-president, global trade development, Brand USA
WHAT’S NEW FOR BRAND USA? From the global rollout of America’s Musical Journey to the launch of GoUSA TV, this year has been full of highlights.
ANY RECENT DEVELOPMENTS FOR THE TRAVEL TRADE? We launched our fi rst website for the travel trade, visittheusa. com/traveltrade. It provides easy access to the Brand USA Trip Kit, which includes suggested itineraries. Showcasing the scope of USA experiences available to, through and beyond the gateway, it’s a one-stop shop for trade partners looking to better know, promote and sell the USA.
WHICH IS THE TOP MUSICAL DESTINATION IN THE USA? The magic of music is that it resonates through every state, city and town. For me, blues is a real passion and I would highly recommend cruising through some of the USA’s most storied spots on the legendary Blues Highway (Nashville to New Orleans). Each destination has its own sound, so there’s something for every visitor to discover.
WHAT ARE YOU MOST EXCITED ABOUT IN 2019? Like many, I’m looking forward to attending IPW in Anaheim, California. I’m also very excited to launch the next phase of our digital tour operator campaign in January. A key component of this new programme has been the successful matchmaking of US destinations with trade partners.
05.11.2018 51
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