If you love music - and that is virtually any genre - there is simply no better destination than the United States.
The Victorian travel trade was given a reminder of this - if they needed one - last night (Monday) at a special screening of America’s Musical Journey, a new documentary that details the history of music in the US.
Narrated by Morgan Freeman, the film is a project of Brand USA, Air Canada, Expedia and MacGillivrey Freeman, and is screening across IMAX cinemas worldwide.
But Aussies who want to see the film (which has an Australian link we won’t divulge...) won’t have to head to their nearest big screen to watch it.
Brand USA chief strategy and communications officer Anne Madison told Traveltalk at the event Australians would be getting unique access to the film.
For the next month, Aussies will have the chance to watch the movie through the GoUSA TV app, an offer that won’t be repeated in any other country.
Before the screening, Ms Madison reminded agents that they were key storytellers to the US narrative.
“We know that the travel trade is extremely important,” she said. “It’s so incredibly important to Australians because they have such a long planning period - five to 12 months, so films like this help get into their hearts and minds.”
Madison said that about 1.3 million Australians travel the States every year, “but we want to increase that number to over 1.4 million, and actually 1.6 million by 2023”.
Around 20% of the people who have seen the new film plan on visiting the US in the next year, according to Ms Madison. And after watching it, you’ll know why. To find out more about the movie, click here.
The event, which featured an amazing musical performance by Austin-based musician Mobley, was sponsored by Visit Austin, with support from Brand USA, Visit Memphis, Air Canada and Expedia.
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