NORTH AMERICA & CANADA BRAND USA
“When you look at Europe as one single destination, as the entire continent, it has tremendous potential”
“The combination of the two of them and the chemistry they have and the journey they take across the country is really awesome,” says Thompson. “It’s the whole idea of exploration, that we are a nation founded by exploration. I think it’s got great potential to be a really big success for us.” The second film was released around the same time as Brand USA launched its streaming connected TV channel, GoUSA TV, and spawned content under the “Hear the Music, Experience the USA” banner in which artists from different cities talked about their home cities and music influences – an idea that came from a content creator, Thompson says. Similar content will follow on from the new film once it is out. “Who knows what’s coming out of it, but I think the most significant thing is that we are creating these platforms for storytelling,” he adds.
IMAGES: Scenes from around the US as seen in Brand USA’s third Imax movie release, Into America’s Wild
SOUTH-SIDE STORY Storytelling is a key plank for Brand USA, which unveiled its United Stories campaign in January. Launched in Belle Fourche, South Dakota – the geographical centre of the US – featuring six influencers from around the world with huge followings, it uses brightly coloured vehicles visiting both popular and little-known areas to capture the stories of locals and visitors for distribution on its TV and social media platforms. “What I love about that campaign is the simple
statement that we are producing content at the speed of consumption. It can be bespoke to the different channels we are trying to push it out on and it’s real-time inspiration,” says Thompson. One question mark hanging over Brand USA is its future. Created in 2010 with a five-year term expiring in September 2015, it was reauthorised as part of a federal spending bill nine months ahead of the deadline thanks to bipartisan support in Congress. It needs to be authorised once again by September 2020 and Thompson believes a similar outcome is likely this time around. “We’re very confident that will happen by the end of the year,” he asserts.
Visit Brand USA at NA370, and its partners on the surrounding stands
04.11.2019 WTM OFFICIAL EVENT DAILY 55
Photography: MacGillivray Freeman Films, Brand USA
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