by Mia Taylor
Last updated: 5:42 PM ET, Tue August 14, 2018
Brand USA's first IMAX and giant screen promotional film, "National Parks Adventure" is on track to increase traveler spending in this country by $700 million, according to a newly released return on investment study.
Commissioned by Brand USA, the destination marketing organization for the United States, the study found that the promotional film will also trigger172,335 incremental visitors arriving in this country between fiscal year 2017 and fiscal year 2019.
"The feedback from international viewers of 'National Parks Adventure' has been overwhelmingly positive, and we are proud that this film continues to effectively showcase the United States and inspire travelers to visit the USA," Christopher L. Thompson, president and CEO of Brand USA, said in a statement. "Travel and tourism are significant contributors to the U.S. economy. As an organization, we're humbled and honored to hold up high the people, culture, and experiences the United States offer travelers through giant screen films."
An award-winning film, "National Parks Adventure," commemorates the 100th anniversary of the National Parks Service in the United States.
Its creation was a collaboration between Brand USA, MacGillivray Films, Expedia, and Air Canada. It is narrated by Academy Award-winner Robert Redford and takes viewers on a spectacular journey through the treasured landscapes of our national parks, including Yosemite and Yellowstone.
The goal of the film was to showcase the nearly limitless experiences that the United States has to offer visitors.
The film's release was the industry's fastest giant-screen roll-out in five years, with 48 exhibitions in six countries in February 2016 and 119 exhibitions in 16 countries within its first 12 months.
In addition, Brand USA collaborated with some two dozen U.S. embassies and consulates around the world to showcase the film in countries as diverse as Canada, Croatia, Equitorial Guinea, El Salvador, Indonesia, Romania, and more.
The film has been a phenomenal success for Brand USA in many ways. In addition to attracting visitors and increased spending, National Parks Adventure was also the highest grossing documentary film of 2016, entertaining seven million international viewers. It also snagged 3 industry and media awards, including the Giant Screen Cinema Association's Best Film of 2016 in the Short Subject category.
The film is even currently streaming on both Netflix and Youku services around the world.
As part of its efforts to increase visitation to this country, Brand USA also recently launched a new website aimed at international travel professionals, designed to provide the inspiration and information needed to book travel to the United States.
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