British Airways is organising a mega fam trip to the United States for travel agents after becoming the first UK airline partner for the Brand USA tourism marketing body.
As a founding partner, BA will work with Brand USA on a number of initiatives to promote the US as a holiday destination, including industry and travel agent activity, plus advertising campaigns in UK trade and consumer press.
As part of the partnership, BA has committed to flying UK agents out to the States for a familiarisation visit to multiple destinations.
In return, BA will receive exclusive airline recognition and Brand USA benefits in the UK, such as priority on new initiatives, promotions and major marketing co-op campaigns, as well as inclusion at all Brand USA functions.
Jay Gray, vice president of business development, Brand USA, said: "We are extremely pleased to announce the inaugural partnership between British Airways and Brand USA. Working with the UK’s national carrier ensures the gravitas and long-term commitment that we dedicate to the UK market, the largest overseas visitor market to America."
Brand USA was established in 2010 to promote the US as a premier travel destination.
