Brand USA, the official destination marketing organisation for the United States, has appointed The Walshe Group as its public relations representative for Australia and New Zealand.
“We’re pleased to appoint The Walshe Group as our new public relations representative for Australia and New Zealand,” Brand USA senior vice president, Public Relations & chief communications officer Chris Heywood said.
“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,” “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.”
The Walshe Group will deliver a strategic PR program focused on increasing awareness of the breadth and diversity of US travel experiences, inspiring visitation and strengthening Brand USA’s positioning as a leading global destination brand for Australian and New Zealand travellers.
Kristine George, who brings more than 30 years’ experience in tourism public relations, will lead the account as PR Account Director.
The Walshe Group will be working closely with Gate 7, Brand USA’s in-market travel trade representative, in a big year for the US which is celebrating Route 66’s Centennial, America250 and is one of the hosts of the FIFA World Cup 2026.
The Walshe Group, which itself marks 50 years in business in 2026, is also the long-standing representative for New York City Tourism + Conventions and Hawai‘i Tourism Authority (Hawai‘i Tourism Oceania).
“Following a highly competitive RFP process, we are thrilled to be appointed as Brand USA’s PR representative for Australia and New Zealand,” The Walshe Group CEO and managing director Jacqui Walshe said. “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.”
Since joining The Walshe Group in 2022, Kristine George has led PR strategy for New York City Tourism + Conventions and Delta Air Lines, securing extensive top-tier coverage across Australia and New Zealand. She was also a finalist for PR of the Year at the 2023 Women in Travel Awards.
“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 said. “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.”
Following George’s appointment she will no longer be New York City Tourism + Conventions’ in-market PR Account Manager. Walshe Group colleague, Trina Shepherd, is stepping into the role, effective immediately.
