Brand USA Targets ANZ Market Recovery with Walshe PR Hire
Brand USA appoints The Walshe Group as PR rep for Australia and New Zealand to reverse visitation declines in two top-five U.S. tourism source markets.
Brand USA has selected The Walshe Group as its public relations representative for Australia and New Zealand, effective immediately. The appointment comes as the destination marketing organization refocuses efforts on two key source markets experiencing recent visitation declines.
Strategic Partnership Targets ANZ Market Recovery
The appointment reinforces Brand USA's commitment to Australia and New Zealand, which rank among the top five overseas contributors to U.S. tourism. The Walshe Group will deliver strategic PR programs to increase awareness of diverse U.S. travel experiences and strengthen positioning for ANZ travelers.
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Chris Heywood, senior vice president of public relations and chief communications officer at Brand USA, said the agency's expertise made them ideal for the role. "Their deep expertise in destination storytelling and strong media relationships make them the ideal partner to help us elevate the USA's presence in these vital markets," Heywood stated. He emphasized plans to use mega-events as demand generators to inspire travel from the region.
The partnership follows a competitive request for proposals process. Brand USA's 2025 programmatic advertising campaigns on platforms including Booking.com and Kayak generated more than nine million impressions in Australia alone, targeting high-value travelers through digital channels.
Established Agency Brings Destination Marketing Expertise
The Walshe Group, celebrating its 50th anniversary in 2026, is one of Australia and New Zealand's most established tourism representation agencies. The firm currently represents New York City Tourism + Conventions and Hawai'i Tourism Authority, demonstrating proven destination marketing credentials.
Kristine George, a 2023 Women in Travel Awards finalist with more than 30 years of tourism PR experience, will lead the account as PR account director. The dual Canadian-Australian citizen brings extensive North American connections and media relationships to the role.
CEO Jacqui Walshe noted the appointment's significance for the company. "Our 50th anniversary makes this partnership with Brand USA particularly meaningful," Walshe said. The agency will function as an extension of Brand USA's in-market team.
The Walshe Group will collaborate with Gate 7, Brand USA's travel trade representative, to coordinate outreach to ANZ travel professionals. Brand USA's 2025 Agent Ambassador Panel Program sent 12 ANZ travel advisors on U.S. immersion trips to boost trade advocacy, with New Zealand expos planned for 2026.
Mega-Events Drive 2026 Promotional Strategy
The partnership will focus promotional efforts around key moments including Route 66's Centennial, FIFA World Cup 2026, and America250. "We're harnessing mega-events like FIFA World Cup 2026 to inspire Australians and New Zealanders to choose the USA," Heywood said.
The appointment addresses uneven recovery patterns across Asia-Pacific markets. While Japan achieved 97% of pre-pandemic seat capacity to the U.S. in 2025 with 3% year-over-year growth, ANZ markets showed softening demand. APAC long-haul travel to the U.S. remains 25% below 2019 levels, though Brand USA gained 24% market share from India in 2025.
Since 2012, Brand USA campaigns have attracted 10.3 million incremental visitors generating $35 billion in spending. The organization targets 3% to 6% year-over-year lift in brand perception and 18% to 30% visitor growth from core markets.
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