SUMMARY
Brand USA is a new Nation Branding structure for Brand USA. It has designed a music-based tourism promotion campaign to enhance the value of the destination. An IMAX documentary traces the history of American music, from jazz to hip-hop, and serves as a pretext for discovering iconic cities from New Orleans to Miami, via Chicago, Detroit, New York, Nashville and Memphis.America's Musical Journey, projected onto giant 360° screens, offers an immersive experience in the form of an itinerant journey.
Keywords: branding, tourism marketing, tourism, New Orleans, Chicago, New York, Nashville, Memphis, Miami, Brand USA
Illustration: "America's Musical Journey" - MacGillivray Freeman Films (c)
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