Hear The Music Consumer Event

October 14, 2022

On Thursday 14 March, a consumer event was held in London, with the purpose of showcasing the USA as a destination, via the new Brand USA campaign ‘Hear The Music’. The objective was to bring the campaign to life, with an event that targeted Telegraph consumers, as well as selected key trade, media and influencer contacts. Within the event, it was also important to bring to life the tastes and flavours of the USA via food and drink, creating positive images and a great reason to travel to the USA. This event was held in conjunction with The Telegraph Events team who did the event execution, with logistical support from Hills Balfour throughout.

The event was held at The Steel Yard in the City, London and was attended by over one hundred consumers, with a mix of selected trade, media and influencer contacts, as well as Brand USA Head Office representatives.

The audience was treated to a fantastic live performance from Omar Aragones from Detroit, Michigan, and Robin Barnes from New Orleans, Louisiana – two of the artists involved in the campaign, who brought the Hear The Music campaign to life and set the spotlight on the USA as a destination.  The diversity of the USA was showcased throughout the evening, through music, food and drink and coverage was gained across social media channels and online publications.