THETRAVEL Industry Association of America has appointed the first two members of a three-strong team to run its London office when it opens next year.
The post of international marketing manager for regional Europe has been given to Brian Whiting who is currently regional director for international marketing at the Massachusetts Office of Travel and Tourism.
Cheryl Hargrove, president of US marketing consultancy HTC Group, has been appointed international marketing manager for media relations. US-based Whiting and Hargrove will move to the UK when the new sales and marketing office opens in early 2000.
A TIA spokesman said it was still recruiting for a third position of international marketing manager for the UK travel trade.
“There may be a fourth person within the first year,” he said.
“We have not found an office yet but we are looking at sites at the moment. We want somewhere fairly accessible although it will be purely a sales and marketing office with no walk-in facilities.”
In the absence of US government funding for a national tourist office, the private-sector TIA has decided to open its own offices in key markets such as the UK, Germany and Japan (Travel Weekly May 17).
It will be the first nationwide representation the US has had overseas since the US Travel and Tourism Administration office closed in 1996.
The role of the UK office will involve building partnerships with tour operators, travel agents and the press and managing themed marketing campaigns. It will also be developing joint advertising campaigns with the trade, organising educationals and attending trade shows.