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Brand USA launches its award-winning giant screen film “National Parks Adventure” on Youku

China is first global market granted permission to broadcast award-winning film celebrating the USA’s great outdoors and national parks outside of theatres.
China is first global market granted permission to broadcast award-winning film celebrating the USA’s great outdoors and national parks outside of theatres.

BEIJING, CHINA (22 June 2017) – Brand USA, the destination marketing organization for the United States, is launching the digital debut of Brand USA’s giant-screen film, National Parks Adventure, in Beijing through its partnership with Youku, one of the largest and most actively used video streaming sites in China. The digital launch exclusively through Youku will be the first time Brand USA makes the film available outside of theatres. Audiences can view the film on Youku starting on June 22nd by visiting http://i.youku.com/npadventure. “More than four million people have already viewed the film in theaters around the world, and the digital release on Youku, which serves 500 million unique visitors per month, is one of the most effective ways we can continue to share this film with the world,” said Anne Madison, chief strategy and communications officer for Brand USA. “We are especially proud to partner with Youku, our global sponsors, Expedia and Subaru; and our China-market sponsors, Beijing First Look Media and Wanda Group, to share this spectacular film with digital viewers in China, which is one of the most important markets for the United States for growing U.S. exports through international visitation.”

According to the National Travel and Tourism Office at the U.S. Department of Commerce, Chinese arrivals are forecast to increase by 3.1 million by 2021—a 121 percent increase over 2015. The NTTO forecast puts China on track to become the top overseas origin market and third overall source market for travel to the United States by the end of 2021.

Executive from Youku says "As the leading tourism and travel online TV channel, Youku travel is one of the most powerful video media platforms among others and it influences hundreds of young people who love traveling. Youku is honored to launch the National Parks Adventure with Brand USA in China, bridging the two countries even closer through the film, hoping to inspire Chinese public visit the United State and experience the limitless wild beauty that the country has to offer.”

The National Parks Adventure film has been a critically-acclaimed success having won five distinguished Giant Screen Cinema Association (GSCA) awards, including the 2016 Awards for Best Film (short subject category), Best Cinematography, Best Sound Design, Best Original Score, and Best Marketing Campaign. In addition, the film’s release was the industry’s fastest giant screen film roll-out in five years having been exhibited in 16 countries and 119 theatres worldwide within the first 12 months of its release. In addition, Brand USA collaborated with U.S. embassies and consulates around the world to present National Parks Adventure to the public in more than 15 countries that were beyond the normal commercial distribution of the film. Countries ranged from Croatia and Romania to Equatorial Guinea to the Philippines and many more.

The theatrical release of National Parks Adventure was the cornerstone of Brand USA’s multifaceted “Great Outdoors” campaign, which both celebrated the 100th anniversary of the National Park Service and inspired international tourism beyond traditional gateway cities such as New York, New York; Chicago, Illinois; Los Angeles, California. Brand USA hosted major premier and travel trade and media activation events in key markets around the world.

The campaign for the film was extremely successful and received a number of awards, including the Travel Weekly Awards 2016 Gold Magellan Award for Best Advertising/Marketing Campaign, three Gold Awards at the 2016 Hospitality Sales and Marketing Association International (HSMAI) Adrian Awards for Best Global Campaign, Advertising Innovation, and PR Special Events, and an Advertising Platinum Award. The motion picture was the highest-grossing documentary film in the world of 2016.

National Parks Adventure was filmed in more than 30 national parks across the United States with the highest-quality IMAX® 3D cameras. The adrenaline-filled film follows world-class rock, ice, and mountain climber Conrad Anker, adventurer and photographer Max Lowe, as well as artist and adventurer Rachel Pohl. These adventurers hike, climb, and explore their way across U.S. national parks, such as Yellowstone, Glacier National Park, Yosemite, Grand Tetons, and Arches -- revealing a tapestry of natural wonders. The film will allow audiences to soar over red rock canyons, hurtle down steep mountain peaks, and explore other-worldly realms found within the United States’ most legendary outdoor spaces.

According to surveys conducted by the film’s producer, MacGillivray Freeman, National Parks Adventure has had a measurable impact on increasing international travelers’ intent to visit the United States. For example, 81 percent of international audiences who viewed the film indicated they were much more likely or somewhat more likely to visit the USA as a result of watching the film. In addition, 62 percent of audiences said they were more likely to visit the USA instead of another destination as a result of watching the film. Brand USA expects the film will continue to drive intent to visit the USA particularly among visitors from China where its overall USA marketing campaign during fiscal year 2016 generated a 47 percent increase in intent to visit the United States.

About Brand USA

Brand USA, the destination marketing organization for the United States, was established by the Travel Promotion Act as the nation's first public-private partnership to promote the United States as a premier travel destination and to communicate U.S. visa and entry policies and procedures to worldwide travelers. The organization’s mission is to increase international visitation to the USA in order to fuel the U.S. economy and enhance the image of the United States worldwide. Formed as the Corporation for Travel Promotion in 2010, the public-private entity began operations in May 2011 and does business as Brand USA. According to studies by Oxford Economics, over the past four years Brand USA's marketing initiatives have helped welcome 4.3 million incremental visitors to the USA, benefiting the U.S. economy with nearly $30 billion in total economic impact, which has supported, on average, 51,000 incremental jobs a year.

Brand USA first established international representation in the United Kingdom and Ireland in March 2012.

For industry or partner information about Brand USA, visit TheBrandUSA.com. For information about exceptional and unexpected travel experiences in the United States, please visit Brand USA’s consumer website VisitTheUSA.com (global).

About Youku.com

Founded in November 2005, Youku’s extensive library of content has made us the number one choice of Chinese internet users looking for television dramas, feature films, news programming, variety shows, music videos, animated features, sports coverage, and much more.

In addition to Youku's more obvious role as a licenser and syndicator of TV content in the otherwise highly fragmented Chinese TV market, the company also works actively with rights holders to jointly promote, produce, and distribute content.

The qualities that make Youku the favorite video site of Chinese internet users have also made us the clear choice for advertisers, with our premium advertising environment and innovative and engaging cross-media marketing capabilities. Cutting-edge user-tracking and analytics tools like Youku Index give advertisers an unprecedented look at how viewers relate to their content, with fine-grained tracking of viewing behavior and social-media engagement.


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