Brand USA is launching a global campaign that uses music as a cultural lens to showcase the possibilities for travel in the United States.
The destination-marketing organization worked with Mustache on the integrated marketing campaign, which features the diversity of American culture as heard through the local music scene of five underserved U.S. cities.
“Hear The Music: Experience the USA” interprets Bobby Freeman’s iconic song, “Do You Wanna Dance?” through different musical genres.
Brand USA has partnered with digital music service Spotify to enhance discovery and exploration options with customized U.S. city soundscape playlists. Mediacom, Brand USA’s global media agency, provided the traveler insights and performance data underpinning the partnership.
Five emerging artists were selected to bring the sound of their respective cities to life through original renditions of “Do You Wanna Dance?”including Cam James (Cameron James Williams) a hip-hop artist from Atlanta; Bass Physics (Arja Adair), Electronic Dance Music (EDM) from Denver; Nathan Quick, a Blues artist from Houston; Reptaliens (Bambi and Cole Browning), rock ’n’ roll from Portland, Ore., and Calma Carmona, a soul artist from San Juan, Puerto Rico. Music is a universal language that transcends language and cultural boundaries, 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,” Garzilli says in a release. “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.”
Brand USA’s partnership with Spotify will offer travelers the unique opportunity to explore the USA with 22 U.S. city soundscape playlists. Spotify creates each custom playlist based on the artists and genres that over-index in popularity with local users in each city. Each playlist reflects the current mood of the location, using music as a discovery travel tool.
Visitors to the music landing page on Brand USA’s consumer website, Visit The USA, can immerse themselves in the sounds from the different cities, learn about the five artists, listen to the 22 city-inspired Spotify playlists, look at photos and explore suggested activities.
The creative will be featured in native languages in the following markets: Australia, Brazil, Canada, Chile, Colombia, France, Germany, India, Japan, Korea, Mexico, Sweden, and United Kingdom.
The focus on sound in the campaign aligns with Brand USA’s new large format film, “America’s Musical Journey,” which explores America’s history through its distinctive music and sound. The campaign will also be featured on Brand USA’s Facebook, Twitter, and Instagram pages.