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Brand USA

Hear the Music. Experience the USA.

Client
Brand USA
Project
Integrated Campaign / Web Series

One song, five artists, five genres, five cities

Music is the sound of culture, and everywhere you go in the USA you’ll hear the energy of real places overflowing with local personality. From guitar licks to banjo picks, and brass horns to thumping bass, music opens the door to amazing discoveries around every corner. With this in mind, we asked five musicians to reimagine one classic American song — “Do You Wanna Dance?” by Bobby Freeman — in their own unique style, as the lynchpin of an international tourism campaign for @VisitTheUSA.

 

While seeing one spot is already intriguing, watching all five gives consumers a sense of the incredible diversity of travel possible in the USA, while also serving as an entry to point to an expansive digital experience. A Spotify integration provided regional playlists while destination partners nationwide contributed their own music-centric content, all helping Brand USA amass a vast and diverse library of music and cultural assets to inspire a global audience of travelers.

#HearTheUSA

“The heart of this campaign lies with the five emerging artists selected to bring the sound of their respective city to life” [The Drum]

 

“Visit the USA, From High C to Shining Sea (With Spotify on Back-Up)” [Brandchannel]

 

“The Playlist You Should Listen to Depending on the City You’re Visiting” [Travel + Leisure]

Experience the USA

Campaign Teaser

A 30-second “trailer” for the campaign, across each of our five cities.

01 / 06
Experience the USA

Portland, Oregon

Discover all the good vives of Portland, Oregon, through Reptaliens’ indie rock rendition.

02 / 06
Experience the USA

Atlanta, Georgia

Feel the raw energy and love of Atlanta, Georgia, through Cam James and his hip-hop take.

03 / 06
Experience the USA

Denver, Colorado

Listen to Bass Physics’ take on the song, inspired by Denver’s nightlight and incredible nature.

04 / 06
Experience the USA

Houston, Texas

Nathan Quick’s interpretation brings one of the USA’s oldest musical styles (blues) to life in Houston, Texas.

05 / 06
Experience the USA

San Juan, Puerto Rico

Calma Carmona takes the song to Puerto Rico for an enchanting look at San Juan’s beautiful sights and sounds.

06 / 06