Stats: Brand USA Film May Generate Over 172,000 International Visitors

Yellowstone National Park Hot spring - daniloforcellini/iStock/Getty Images Plus/Getty Images
Yellowstone National Park // Photo by daniloforcellini/iStock/Getty Images Plus/Getty Images

Brand USA, the destination marketing organization for the United States, today released the results of a return on investment (ROI) study showing the marketing impact of Brand USA’s first IMAX and giant-screen film, “National Parks Adventure,” on increasing international visitation and spend in the United States. Research by Phocuswright and Oxford Economics found that “National Parks Adventure” will generate $700 million in incremental spend and 172,335 incremental visitors to the United States from fiscal year 2017 through fiscal year 2019. The study includes an analysis of six markets – Canada, Mexico, Germany, China, Brazil and the U.K. – which finds a marketing ROI of 56:1 based on Brand USA’s production and marketing expenses of $12.5 million.

Sponsored by Expedia Group and Subaru, “National Parks Adventure” leverages the experiential nature of the giant screen to showcase the potential experiences that the United States has to offer, which is an integral part of Brand USA's marketing strategy to drive international tourism to all 50 states, five territories, and the District of Columbia. The film was voted Best Film of the Year by the Giant Screen Cinema Association and became the highest grossing documentary film of 2016.

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 the 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 such as Canada, Croatia, Equitorial Guinea, El Salvador, Indonesia, Romania and many more. The film is currently streaming on both Netflix and Youku services around the world.


Like this story? Subscribe to Daily News & Deals!

Featuring breaking news on the latest product launches, deals, sales promotions, and executive appointments. Be sure to sign-up for this free industry daily newsletter.

The success of “National Parks Adventure” laid the groundwork for “America’s Musical Journey,” the second collaboration between Brand USA and MacGillivray Freeman Films. Sponsored by Air Canada and Expedia Group, the film explores the collision of cultures that gave birth to American art forms such as jazz, the blues, country, rock and roll, hip-hop and more. “America’s Musical Journey” premiered in February 2018 in Washington, DC and has opened to positive receptions in Mexico, Canada, France, Spain, Russia and Netherlands – with other key markets on the horizon.


Related Stories

Taking the Kids -- for an Outdoor Adventure in Breckenridge

GCSA Adds Nonstop Flights to Antelope Canyon, Horseshoe Bend

Bill Seeks Park Status for New Mexico's Stunning White Dunes

Pleasant Holidays Adds U.S. & Canada Destinations for the Summer

Suggested Articles:

The outdoor experience at Virgin Hotels Las Vegas combines a resort pool, dayclub, The Promenade and Event Lawn. See more here.

Peru is beginning its tourism reactivation on November 1, including the opening of Machu Picchu and the resumptions of flights from the U.S.

Tourism commissioner Joseph Boschulte attributes much of the success in attracting visitors to the existence of the Travel Screening Portal.