Giant Screen Film Preview in Beijing


On July 3, Brand USA hosted an event at the Wanda International Cinema complex in Beijing to promote the next year’s release of its giant screen film for the Centennial of the National Park Service. The event featured U.S. Secretary of the Interior Sally Jewell, Ambassador Max Baucus and Brand USA Senior Vice President of Global Partner Marketing Tom Garzilli, as well as the Director General of the China National Tourism Administration, Ms. Yaying Li.

Nearly 100 attendees included influential travel media, key travel trade and important prospective Brand USA partners including the leadership of Youku and the Dalian Wanda Group. The officials used the opportunity to promote travel and tourism to U.S. public lands and generate excitement for the film. Highlights included large screen video clips, commentary on the importance of travel and tourism to building ties between our countries and even photos for the attendees with uniformed National Park Service rangers.

Secretary Jewell promoted the upcoming 2016 centennial of the National Parks Service, highlighting her personal experiences with parks around the country and their importance to the culture and history of the United States. “2016 is the centennial of the National Parks Service – its one-hundredth birthday. It’s an opportunity for us to share with the world these special places that help define America.”

Secretary Jewell also celebrated the selection of Virginia’s Shenandoah National Park as a sister park for China’s Baihuashan National Nature Reserve. The sister-park relationship will allow the parks to share lessons learned and foster international cooperation in preserving and promoting these protected areas.

“The National Parks are America’s crown jewels,” said Secretary Jewell. “They are incredible natural places. They are places that help explain our culture, our history, and our struggles from independence to civil rights to the protection of our natural resources. These are our treasures that we would like to share with the world.”