Challenge

Bring three iconic U.S. destinations together during Brand USA Travel Week Europe in Amsterdam and create a joint activation that would stand out in a busy industry calendar.

The objective was to engage European travel trade and media around a strong common narrative, while encouraging the development of new itineraries combining Chicago, Detroit and Memphis.

Solution

Unique Consulting developed “The Music That Moves America”, using music as the natural connection between the three cities and their cultural heritage, from Chicago blues and house, to Detroit Motown, rap and techno, and Memphis blues, soul and rock ’n’ roll.

Unique Consulting managed the project from concept to delivery, including event coordination, venue and suppliers, guest strategy and invitations, communications and creative assets.

A dedicated Chicago–Detroit–Memphis itinerary was also developed to turn the event concept into a tangible travel product that tour operators could incorporate into their U.S. programs.

The event was held in Amsterdam, alongside Brand USA Travel Week Europe, bringing together European travel trade, media and industry partners for an evening of destination storytelling, networking, food and music

Results

The event attracted approximately 180 travel trade, media and industry guests and generated very positive feedback from attendees and partners.

It successfully positioned Chicago, Detroit and Memphis as complementary destinations that can be combined into one compelling U.S. itinerary, creating a platform for continued conversations with European tour operators around the development and launch of new programs.

The collaboration also established The Music That Moves America as a concept that can potentially be developed further for future joint activations.