Brand USA lands in Medellin with screening of original documentary and announces an incentive for tourism professionals

Brand USA, the US-based destination marketing organization, successfully launched its original documentary 'Into Nature's Wild' for Colombia in Medellin. The screening, which took place at the renowned Chuscalito restaurant, was attended by more than 100 tourism professionals, Lisa Tejeda, Senior Manager Global Trade Development for Brand USA for Latin America, and some of the top executives and directors of United Airlines, the airline that recently launched flights between Medellin and Houston.

'Into Nature's Wild' explores the most natural side of the United States, under the guidance of Native American astronaut John Herrington. Attendees had the opportunity to experience the power of North American nature through magnificent and impressive landscapes; from the wild lands of Alaska, through the lush coasts of Oregon, to the ancient canyons of the Southwest and the imposing hills of the Appalachian Trail. Directed by cinematographer MacGillivray Freeman in association with Brand USA and United Airlines, this documentary, screened for the first time in Colombia, seeks to inspire tourism professionals to make known the natural wonders of the United States, so that travelers can live firsthand the most adventurous experiences of the northern country.

“We are delighted to choose Medellín as the ideal setting to introduce Colombians to the natural and cultural wealth that the United States offers to travelers. In addition, we took this opportunity to launch our sales campaign in collaboration with United Airlines, giving 60 tourism professionals from three Latin American countries, including Colombia, the opportunity to explore the United States in the spring of 2025, with an exciting closing in the vibrant city of Houston,” said Lisa Tejeda, Senior Manager Global Trade Development for Brand USA for Latin America.

Brand USA and United Airlines Alliance

During the evening, Brand USA and United Airlines announced the launch of a campaign aimed specifically at tourism professionals who record the highest number of ticket sales for the airline between November 1, 2024 and February 28, 2025, through the section provided for this purpose within Brand USA's training platform, USA Discovery Program: https://usadiscoveryprogram.com/

Travel agents will be required to complete several chapters, including one on United Airlines, to be considered among the candidates. The terms and conditions of the campaign can be found on the platform, within the same section. This campaign, which is aimed at agents from Colombia, Mexico, and Brazil, will select 20 participants from each country to enjoy a trip to different destinations in the United States in April 2025. Agents who wish to participate in the campaign must have a valid visa to the United States.

“Brand USA is pleased to announce this campaign with one of our allies in the region, as they significantly contribute to the relationship with tourism professionals, travelers and tourists in Colombia. Incentives like these guarantee solid long-term relationships so that more Colombians have access to the many tourism offerings that the United States has to offer,” said Malcolm Smith, Senior Vice President, Global Markets & Chief Trade and Product Development Officer of Brand USA, after the announcement of the campaign during the event in Medellín.

With this initiative and campaign, Brand USA and United Airlines strengthen and reaffirm commercial ties within the promotion of the United States as a first-class destination in the world.

Source: Brand USA.