Brand USA is readying to launch ‘America’s Musical Journey’ for February 2018.

Following hot on the heels of ‘National Parks Adventure’ - which was launched to coincide with the centennial of the national parks service last year - this second big screen instalment is to also showcase the breadth and diversity of experiences to be found across the US, centred on the theme of American music.

Thomas Garzilli, chief marketing officer for Brand USA, said: “As we started to move from the great outdoors to the cities we felt that a great way to tell that story was through the universal language of music. Everybody knows American music and everybody has their own favourite genre but American music is interesting in that it’s very diverse and also talks to the various cultures found in different parts of the country.

“One of the big things we loved about the first film, and that we will really enhance with the second, was that we used those cities that were taking the film as reasons to do events for the trade - for our partners, tour operators and travel agents - as both a way to bring them together and educate them but also to get consumers excited about the subject matter and thinking about coming to the US.”

The destination marketing organisation, in partnership with American Airlines and British Airways, also announced at WTM that Nashville will be the finale city for the next Brand USA UK & Ireland MegaFam for its culmination on May 3, 2018.

The multi-destination familiarisation tour will see 100 travel agents in total explore some of America’s most musically rich destinations on seven different itineraries running from April 26 to May 4, 2018. Agents can be in with chance of winning a place on the MegaFam by booking American Airlines and British Airways flights to the US during the entry period, starting from December 1 until March 23, 2018. To qualify, agents must also earn a number of USA specialist badges on the official agent training site,

Rounding off the announcements from the organisation at WTM, a new website for the travel trade has also been unveiled. The group’s vice president of Global Trade, Cathleen Domanico, said: “We're launching a new website dedicated to the travel trade and this will happen in the first quarter of next year. It will be a comprehensive resource centre for the trade; with suggested product itineraries, contact information for destinations, descriptions of all the destinations with photos, a photo library and a video library and all the resources you need to help promote the US.” 

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