Case Study:

National Parks Adventure

how MacGillivray Freeman’s captivating storytelling helped Brand USA drive tourism to the United States by showcasing the U.S. National Parks on their Centennial Anniversary.


Brand USA
Subaru of America
REI co-op

The story.

Learn how MacGillivray Freeman leveraged the giant screen format to help Brand USA showcase the limitless experiences that the United States has to offer and drive millions of viewers to book travel to America.

The need.

Brand USA wanted to tell the biggest story in the best way and needed a media partner to help launch a multi-faceted marketing campaign that would drive international tourism to destinations in all 50 states, five territories, and the District of Columbia.

The solution.

MacGillivray Freeman Films leveraged the giant screen format to showcase the limitless experiences that the United States has to offer. The company also harnessed the unique opportunity of the Centennial Anniversary of the U.S. National Parks, using the historic milestone as a valuable marketing around which to anchor its film marketing campaign.

MacGillivray Freeman collaborated with Brand USA, Subaru, REI and Expedia to implement a multi-level global marketing campaign to successfully launch the film in 200 theaters in 24 countries and highlight the unique adventures viewers could experience in the U.S.

Narrated by Academy Award® winner Robert Redford, National Parks Adventure takes audiences on the ultimate off-trail adventure into the nation’s awe-inspiring great outdoors and untamed wilderness. Immersive IMAX® 3D cinematography takes viewers soaring over red rock canyons, hurtling up craggy mountain peaks and into other-worldly realms found within America’s most legendary outdoor playgrounds, including Yellowstone, Yosemite, Glacier National Park, Redwood National Park, the Everglades and Arches.

Footage from the film reached all marketing consumer touch points. Brand USA integrated the film into its 2015-2016 “Great Outdoors” campaign with 200 high-profile premiere events, an international print ad insert campaign that reached 6.5M+ readers, and a global digital marketing campaign.

Expedia supported the film with $5 million of in-kind advertising in non-U.S. markets. Ads geo-targeted audiences on Expedia’s online platforms in 10 countries, including Australia, Canada, Copenhagen, Germany, India, Japan, Mexico, Russia and the UK.

REI placed film signage in 40 U.S. stores for 3 months and hosted special events at theatres in addition to providing a trip to a National Park for a sweepstakes.

Local Subaru dealerships partnered with giant screen theatres to create cross-promotional and local film sponsorship in markets like Chattanooga, Raleigh, Pittsburg, Davenport and Tampa.

The results.

The impressive results of the campaign point to the huge impact that film had on consumers. The campaign generated:

81% of people said they were more likely to visit the US after seeing the film

$700 million in increased visitor spending to the U.S.

8 billion global media impressions

3,000 pieces of earned media

Highest grossing documentary of 2016

25 million+ projected lifetime viewership in theatre, on DVD, streaming and cable

Translated into 16 languages

2.4 million people bought tickets in the first 6 months

100 million trailer views on screen, in museums and online

Our immersive giant screen 3D film, National Parks Adventure helped Brand USA drive interest and travel to the United States and illustrated that they are an organization fueling the U.S. economy.

  • “National Parks Adventure will continue to be a major influence on global audiences and their intent to visit the USA. There is no more immersive or inspirational marketing platform than Giant Screen films, and no better or more effective filmmaker than MacGillivray Freeman Films.”

    Tom Garzilli
    Tom GarzilliCMO, Brand USA
  • “The deep collaboration with MacGillivray Freeman Films and Brand USA empowered us to further connect the film to Expedia Group’s online travel platform, while also raising awareness for U.S. National Parks and helping to grow America’s share of the global travel market.”

    Krista Bentley
    Krista BentleyStrategic Accounts Director, Expedia Group