Brand USA, the destination marketing organisation for the United States, recently appointed Hills Balfour to act as its agency of record in the United Kingdom (UK) and Ireland. The selection followed an in-depth review process initiated by Brand USA in March 2017.
Hills Balfour is now working with Brand USA in the UK and Ireland to continue to position the United States as a premier travel destination in order to increase visitation, spend, and market share for the United States. As part of this effort, Hills Balfour is also working collaboratively with other Brand USA partners and agencies to ensure all in-market activity represents Brand USA in ways that support its strategies and mission and protects the organisation’s integrity and brand.
“The UK and Ireland represent the largest overseas travel market to the United States and we are confident that Hills Balfour’s expertise in travel marketing and public relations will help us reach and welcome even more visitors from the UK and Ireland in the years to come,” said Christopher L. Thompson, president and CEO of Brand USA. He added “We look forward to working with Hills Balfour in order to build upon our strong presence and relationships in-market with the travel trade as well as the media in the UK and Ireland to promote travel to the United States to, through, and beyond the gateways”.
Amanda Hills, CEO of Hills Balfour said, “The United States offers travellers some of the most diverse travel experiences of any destination in the world and I am extremely proud that Hills Balfour has been selected to represent Brand USA’s interests in the UK and Ireland. After a fiercely competitive pitch, we are excited to have the opportunity to support Brand USA’s mission and tell the amazing stories of unique and exceptional travel experiences available in the USA. As market leaders, our innovative approach to destination marketing will keep the United States at the forefront of the global conversation”.
Brand USA, the destination marketing organization for the United States, was established by the Travel Promotion Act as the nation's first public-private partnership to promote the United States as a premier travel destination and to communicate U.S. travel policies and procedures to worldwide travellers. The organization’s mission is to increase international visitation to the USA in order to fuel the U.S. economy and enhance the image of the United States worldwide.