Brand USA arrives at ITB Asia on wings of new Spotify campaign

Brand USA’s new campaign with Spotify and five emerging artists – “Hear the Music, Experience the USA” – is at the underpinning the DMO’s push this year at ITB Asia.

“Hear the Music, Experience the USA” is an integrated marketing campaign utilising the power of music to promote international travel to the United States. A unique exploration in sound, Hear the Music, Experience the USA interprets Bobby Freeman’s iconic song, “Do You Wanna Dance?” through different musical genres as envisioned by five innovative artists bringing the unique cultural sounds of their cities to life.

To amplify the campaign, Brand USA has partnered with digital music service Spotify to enhance discovery and exploration options with more than 20 customised US city soundscape playlists. This dynamic storytelling tool presents a new way for Brand USA to inspire, invite, and welcome visitors from all over the world.

“Music is a universal language that transcends language and cultural boundaries, and Hear the Music, Experience the USA presents an entertaining and highly engaging platform to showcase vibrant destinations across the United States,” says Tom Garzilli, chief marketing officer of Brand USA. “The artists’ passion for their cities shines through in each rendition as they reimagine a classic radio hit in a new digital streaming era. We’re hoping their contagious energy connects with culture-seeking tourists across the globe and inspires them to experience the United States in a new way”.

> STAND No. P18