Brand USA, the nation’s destination marketing society, has selected The Walshe Group as its public relations agency partner for Australia and New Zealand, effective immediately. The Walshe Group was chosen following a competitive RFP process that began on October 1. Six agencies submitted proposals, and Brand USA interviewed four contestants.
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According to Chris Heywood, senior vice president of public relations and chief roads officer at the organization. The annual budget for the account is roughly 230,000, which covers the retainer and PR activation. Kristine George, public relations director at The Walshe Group, will lead the account. The Walshe Group is tasked with executing a strategic PR program designed to increase awareness of the diverse USA.
FIFA World Cup 2026 Tickets: FIFA 2026 and Mega-Events Boost Brand USA’s Push in Australia and New Zealand
Travel experiences fortify Brand USA’s position as a leading global destination for Australian and New Zealand travelers. A major focus will be driving travel demand during 2026, a year featuring several mega-events, including the FIFA World Cup, America’s 250th anniversary, and the Route 66 Centennial.
They are working to amplify the USA’s unrivaled destination offerings across its 50 states and grounds, Heywood said. With 2026 being an unprecedented year to engage with iconic events across our nation, we are confident that we will create continued interest in visiting the USA.
FIFA 2026 Tickets: Strong Air Travel and Media Outreach Keep the USA Top-of-Mind in Australia and New Zealand
The agency will work to engage editors, as well as travel and lifestyle writers, to counteract the impact of tariffs and other federal policies on foreign tourism. Heywood stressed that air travel remains strong and demand generators, from countrywide parks and theme parks to culinary and retail experiences, remain to drive interest.
The incumbent on the account, Gate 7, will continue to work with Brand USA as its in-market travel trade representative agency. The two activities will work together in-market to ensure the success of USAA. remains top-of-mind for Australians and New Zealanders, Heywood said.
FIFA World Cup Tickets: Brand USA Expands America the Beautiful Campaign as Global PR Strategy Shifts
In October, Brand USA launched its America the Beautiful global tourism advertising campaign and will continue to amplify that effort in Australia, which Heywood described as a key market for driving pecuniary impact. Last year, the party also launched its America 250 content series to highlight World Cup host cities, family travel, and outdoor adventures.
The selection of The Walshe Group comes amid broader shifts in Brand USA’s external relations plan. In February 2025, the organization hired Faulhaber as its PR agency of record in Canada with a budget of 400,000. However, other planned growths have stalled. Last February, Brand USA issued RFPs for a global roads firm, budgeted at 500,000, and a pop-culture and screen-tourism agency. Both searches were put on hold due to budget cuts.
Internally, Brand USA has bolstered its roads team. Heywood joined the body in October 2024, and the arrival of chief marketing officer Leah Chandler followed in March 2025. Other recent hires include Lisa Campos as senior boss of corporate roads and media relations; Jennifer Tong as senior director of international PR; and Andrew Felts as senior boss of media relations and roads. Click to read more about TeamNew Zealand Vs Belgium Tickets.
New Zealand vs Egypt Tickets: FIFA World Cup Acts as Catalyst for Brand USA’s International Tourism Drive
Brand USA is strengthening its international outreach as the growing FIFA World Cup drive fuels renewed global notice in the United States. By assigning The Walshe Group as its public relations partner in Australia and New Zealand, Brand USA aims to boost awareness of diverse USA travel experiences across key long-haul markets. The strategic move reflects confidence in rising travel demand, particularly as major global events approach and spotlight the country as a must-visit destination.
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The PR expansion will focus on attractive media, travel editors, and lifestyle influencers to keep the United States top-of-mind for Australian and New Zealand travelers. With the FIFA World Cup acting as a major catalyst, Brand USA plans to highlight iconic host cities, cultural attractions, and experiences across all 50 states and territories. This targeted effort underscores the group’s commitment to driving tourism growth and long-term fiscal impact through a high-profile global meeting.
1. Do ticket prices vary by stadium and city?
Yes, Brand USA notes that global demand around FIFA World Cup Tickets host cities varies by location. Major USA cities highlighted in PR campaigns are expected to attract higher travel interest during 2026.
2. Are FIFA World Cup 2026 tickets refundable?
While Brand USA does not handle ticketing, it emphasizes trusted platforms with buyer protection. Refund policies help build confidence among Australian and New Zealand travelers planning World Cup trips.
3. What types of tickets are available for the FIFA 2026?
FIFA World Cup 2026 will offer single-match tickets, team-based packages, venue passes, and hospitality options. These support Brand USA’s goal of attracting diverse international visitors.
4. When should I buy FIFA World Cup 2026 tickets?
Brand USA encourages early planning as 2026 features multiple mega-events. Travel demand is expected to rise sharply once World Cup schedules and host cities are confirmed.
5. How can I buy FIFA 2026 tickets?
Tickets should be purchased through authorized platforms only. Brand USA’s PR outreach highlights safe booking practices for international fans traveling to the USA.
6. Can I select my seats in advance?
Seat selection is generally available through official ticket sellers. Premium seating aligns with Brand USA’s promotion of high-value travel and event experiences.
7. Are group or family ticket options available?
Yes, group and family-friendly ticket options are expected. Brand USA continues to promote family travel, outdoor tourism, and multi-city USA experiences around the World Cup.
8. Where will Saudi Arabia’s matches be held during the World Cup?
Saudi Arabia’s matches will take place in selected FIFA World Cup host cities across the USA. These destinations are a key focus of Brand USA’s Australia and New Zealand PR campaigns.
9. Is it safe to buy World Cup 2026 tickets online?
Yes, when using authorized sellers. Brand USA stresses secure platforms and verified tickets to maintain trust among long-haul international travelers.
10. Where can I buy Cabo Verde Vs Saudi Arabia Tickets for the World Cup 2026?
Fans can buy Cabo Verde vs Saudi Arabia tickets securely from eTicketing.co, a trusted online platform. Brand USA’s expanded PR efforts help guide travelers toward verified sellers and official host city information.