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Thursday, 21 November, 2019, 10 : 00 AM [IST]

Brand USA to use ‘America’s Musical Journey’ to lure travellers beyond the gateway cities

Global streaming of the 3-D IMAX documentary film starts with the premiere show in Delhi
Brand USA, the destination promotion agency of the United States of America (USA), will use the MacGillivray Freeman Film produced 3-D IMAX documentary film, ‘America’s Musical Journey’, to lure travellers to visit places beyond the gateway cities of the country.  The global streaming of the second giant-screen film, supported by Brand USA, started with the premiere of the film in New Delhi. The Brand USA supported first giant-screen film, America’s National Parks couple of years ago was a major hit with wilderness enthusiasts and brought to the centre the popular national parks of the country to the global audience.

An affirmation to settlers who brought their own language, customs, and music to the United States, ‘America’s Musical Journey’ traces the roots of USA’s music and cities associated with it.  The film tells America’s story through the medium of music using the life of the legendary Louis Armstrong as a common thread. The Journey tracing the roots of American music by host, Aloe Blacc, a Grammy nominated singer and music composer, traverses and finds its elements in cities like Detroit, New Orleans, Miami, Michigan, Nashville, Illinois, Lousiana, New York,  Chicago, etc.

“We are super excited to reach out to the global audience through the universal language of music. The selection of Delhi to start the global streaming of the film shows the importance that we bestow to India as an important source market,” said James Namude, Director – Global Sponsorships, Brand USA.

Brand USA looks at the film as an opportunity to “inspire” millennials  to explore new destinations while in the country, and at the same time “re-inspire” those who have been to the US in the past to visit again, and relive the whole musical experience, said Jason Pacheco, Global Trade Development Consultant for Brand USA. “We want to connect the richness of American music with the travel experiences of people visiting the US,” he said.  He also believes that the movie will help them in promoting destinations beyond the key gateway cities.  

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