Brand USA has as appointed London-based travel representation and PR consultancy Hills Balfour to act as its agency of record in the United Kingdom & Ireland.

The selection followed an in-depth review process initiated by Brand USA in March 2017.

Hills Balfour will work 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.

“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 Thompson, president, Brand USA.

“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.”

As part of this effort, Hills Balfour will work collaboratively with other Brand USA partners and agencies at the direction of Brand USA leadership 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.

Amanda Hills, chief executive, 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.”