Brand USA is looking to music to promote international travel to the United States.
On Thursday, the destination-marketing organization revealed a new integrated marketing campaign, "Hear the Music, Experience the USA."
Partnering with digital music service Spotify and five emerging artists, Brand USA's new innovative campaign seeks to showcase the unique cultural sounds of a handful of American cities.
The campaign is built around five distinct interpretations of Bobby Freeman's famous song, "Do You Wanna Dance?" Cam James' Hip-Hop rendition showcases Atlanta's singular sound, Nathan Quick's Blues version seeks to showcase Houston, Bass Physics' Electronic Dance Music (EDM) adaptation captures the Denver vibe, Reptaliens' Rock 'n' Roll cover is an expression of Portland, Oregon and Calma Carmona's Soul version embodies the spirit of Puerto Rico.
Brand USA's partnership with Spotify will allow travelers to explore nearly two dozen destinations through 22 U.S. city soundscape playlists. The custom playlists will be based on the artists and genres that over-index in popularity with local users in each city so that they accurately reflect the current mood of each location.
Spotify users will be directed to Brand USA's consumer website, Visit The USA, through audio ads, video content and digital display ads.
"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," said Tom Garzilli, chief marketing officer of Brand USA, in a statement. "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."
The Hear the Music, Experience the USA campaign comes one month after Brand USA launched a new website aimed at international travel professionals and on the heels of the premiere of its feature-length documentary, "America's Musical Journey," which debuted in February.
"People came from around the world and they brought their music and their culture with them. That is what, over time, became American music. Now, American music is part of the world. It's that connection that connects them with our country," Garzilli told TravelPulse earlier this year. "That fact speaks to the breadth of different cultures that makes people want to come here."
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