With so much attention on virtual reality to simulate a realistic experience one may tend to forget the power of sound to do the same. And that’s what Brand USA and Expedia Media Solutions are leveraging to draw travellers to the United States – through immersive 3D audio.
They recently launched ‘Sound Travels’, an integrated marketing campaign utilising 3D audio to promote international travel to the US, initially in four key markets – Canada, Australia, Mexico and the United Kingdom.
Part of a multi-year campaign to boost tourist arrivals to the US, the programme allows potential travellers to experience the unique sounds of destinations and activities throughout the country before they even book a trip.
This first 3D audio campaign from Expedia Media Solutions, the advertising arm of Expedia, features a bespoke interactive content hub that brings the vibrancy and diversity of the U.S. to life through immersive 3D audio experiences.
Interactive content hub: Listen to the sounds of the U.S.
Visitors to the hub can immerse themselves in the sounds of various locations and activities including Austin, Chicago, Las Vegas, Miami and more. During this audio journey they are able to visualise themselves in the experience they are hearing. After listening to their selected sounds they are presented with custom travel recommendations based on their personal sound and activity preferences.
The hub also features additional destination content including articles, photos, suggested itineraries and special deals and promotions, and filter their preferences by 3D audio playlists or locations. It also features an integrated booking widget to help travellers plan their travel.
“We believe in the transformative power of sound to inspire travel and discovery, and the unique 3D audio experience pushes the boundaries of imagination and transports listeners to destinations across the US with just the use of headphones,” said Hari Nair, global senior vice president of Expedia Media Solutions.
The focus on sound in the campaign aligns with Brand USA’s new IMAX Film, “America’s Musical Journey,” which explores America’s history through the lens of music and sound. Narrated by Academy Award-winning actor Morgan Freeman, the 40-minute celebrates the diverse music – from rock, jazz to country and hip hop – that characterises America. It will open in IMAX theatres in the US and around the world.
Here’s the trailer:
The two organisation believe that “as integrated campaign and film engage the ears and the eyes, and from small screen to big screen and everything in between, delivers an immersive experience for consumers,”
Tom Garzilli, chief marketing officer of Brand USA, is confident that as the programme continues to evolve, “it will inspire prospective visitors to travel to one of our vibrant destinations.”
The digital campaign, to run till June 30, can be viewed mobile and desktop devices.
• Featured image credit (sunset on Treasure Island, Florida): S_Hoss/iStock-Getty Images
