From Miami Sound Machine in Florida …
USA takes to the silver screen
Brand USA is thinking big in its marketing approach – big screen that is, Peter Ellegard hears from Tom Garzilli
merica has taken to the screen in a big way to promote itself to the world – and it is a strategy that is paying off handsomely. February saw the premiere of
A
America’s Musical Journey, the second giant-screen Imax movie by the country’s destination marketing organisation, Brand USA. The Robert Redford- narrated National Parks Adventure, its first foray into the medium two years ago, went on to become the highest- grossing documentary of 2016 and is still being seen around the world. Award- winning Imax specialist MacGillivray Freeman Films produced both. However, while big may be beautiful
for promoting the US to international markets, it is just part of a multi-channel approach by Brand USA labelled as “From mobile to giant screen and everything in between”.
Underlining that, the organisation also ventured onto small screens in February with the launch of GoUSA TV, accessed via streaming platforms and apps on connected televisions, smartphones and tablets and aimed at a worldwide audience.
In addition, the tourism body’s moguls unveiled a “one-stop shop” website –
VisitTheUSA.com/traveltrade – in January to help travel agents and tour operators. Besides that initiative, Brand USA also has its online travel agent training scheme, the USA Discovery Programme.
40 wtm insights summer 2018
Good foundation The multi-platform
tactic, Brand USA chief marketing officer Tom Garzilli explains, followed the establishment of its international offices and its trade focus.
“That foundation had to be built before we could really get more deeply into our consumer- facing messaging, and what we know is that if we deliver educational, entertaining and authentic content to consumers, we can inspire them to action,” says Garzilli. “That led us to developing our multi-
stream strategy. Looking at the different technologies and places where people are, it’s important for us to be where they are; inspiring them in the ways they want to be reached. And the key to doing that is having the right content for the right screen with the right audience. “Giant screens were our first big foray into storytelling,” Garzilli adds. “Why? Because the audience that tends to go to these venues where the giant screens are – museums, science centres and big attractions – tend to be travellers. Imax movies are so immersive and evocative in terms of getting emotional about
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… to rock ’n’ roll in Memphis, America’s Musical Journey…
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