Brand USA has appointed The Walshe Group to lead its public relations in Australia and New Zealand. The decision lands as the United States works to rebuild momentum from Australia and NZ, where visitor numbers softened in 2025.
Effective immediately, The Walshe Group will act as Brand USA’s local PR partner, delivering a strategic program to lift awareness of the States’ breadth of travel experiences.
The brief focuses on inspiration, destination storytelling and reinforcing the US as a competitive long-haul choice.
“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,” Brand USA Senior Vice President, Public Relations and Chief Communications Officer, Chris Heywood said.
“I’m looking forward to expanding our PR opportunities as we harness all of the mega-events and endless ‘demand generators’ that will inspire Australians and New Zealanders to choose the USA in the years ahead.”
Australia and New Zealand remain two of Brand USA’s most valuable source markets, despite recent declines from Australia. And this appointment signals a renewed push to reconnect with travellers and the travel trade across both countries.
“As we celebrate 50 years in business in 2026, welcoming a client of Brand USA’s calibre to The Walshe Group’s portfolio is particularly meaningful for our team,” said Jacqui Walshe, CEO and Managing Director of The Walshe Group.
“As two of the most vital international markets for the United States, we look forward to working closely with Gate 7, Brand USA’s in market travel trade representative, to raise awareness of travel offerings in the US to media and travel professionals in Australia and New Zealand through compelling storytelling surrounding key US moments from Route 66’s Centennial, FIFA World Cup 2026 and America250.”
The account will be led by Kristine George as Public Relations Account Director. According to Walshe, George brings more than 30 years’ experience and has delivered high-profile results for New York City Tourism + Conventions and Delta Air Lines since joining The Walshe Group in 2022.
“I’m very proud to be taking on this high-profile role with Brand USA and bringing nearly 30 years of destination PR experience to one of the world’s most iconic travel brands,” George remarked.
“As a dual Canadian-Australian citizen with deep ties to North America, I am uniquely positioned and excited about the opportunity to connect with my top tier media contacts to share compelling stories that inspire travel to the United States from Australia and New Zealand.”
KARRYON UNPACKS: With Australia softer for United States travel, this appointment shows Brand USA sharpening its message, giving travel advisors clearer stories to sell beyond the usual gateways.
