26 JUN 2019: From amazing national parks to the sublime sounds of America’s musical heritage, Brand USA has tapped into two of the country’s most notable assets to inspire international tourists to visit. Now, the destination marketing organization for the US has seized the great outdoors for a third IMAX big screen spectacular, on schedule to premier in Washington, DC, in February 2020.
Dubbed “Into America’s Wild” (working title), the project follows the hit films “National Parks Adventure” and “America’s Musical Journey,” the latter which is expected to reach a million international viewers by the end of the year since its 2018 release.
The film will follow trailblazers John Herrington, the first Native American astronaut, and Alaskan pilot Ariel Tweto on a cross-country journey of the USA’s great outdoors. The duo will help showcase some of America’s most inspirational outdoor experiences, from kayaking Oregon’s stunning coast to exploring the ancient canyons of the Southwest, experiencing the wilds of Alaska, walking the Appalachian Trail, and more.
“Our latest film takes you on a cross-country journey to scenic byways, ancient homelands, little gems, and hidden trails that form the natural tapestry of America,” says Brand USA president CEO Christopher Thompson.
The film is presented in partnership with MacGillivray Freeman Films and Expedia.
“This new film will take audiences on an exciting journey of America’s many outdoor wonders,” says Shaun MacGillivray, the film’s producer and president of MacGillivray Freeman Films. “We hope that this immersive, giant-screen experience will encourage travellers to connect with nature and seek new experiences and adventures in the USA.”
Jennifer Andre of Expedia Group Media Solutions praised the films’ abilities to “inspire and activate travel.”
“The first film was just an amazing visual narrative of America’s natural parks, followed by the beautiful stories around America’s musical journeys,” she said. “This is just a natural extension of those first two films and we really believe it’s going to do even more to drive international visitations.”
According to research conducted by Phocuswright and Oxford Economics, Brand USA’s screen strategy has proved to be a massive success. According to a 2018 study, “National Parks Adventure” has generated nearly $700 million in incremental visitor spend and enticed more than 172,000 incremental visitors to the United States from six major source markets, including Canada.
Both films have also been recognized by the cinematic industry with numerous awards, including Best Film of 2016 in the Short Subject category at the Giant Screen Cinema Association’s Achievement Awards (“National Parks Adventure”) and Best Audience Recommendation Award in the science and technology category at the 2018 Beijing International Film Festival (“America’s Musical Journey”).