Brand USA is planning to host 60 travel agents from the UK and Ireland on its next mega fam, which departs on April 19.
Agents will need to log their bookings with American Airlines and British Airways between January 16 and February 28 to be eligible to win a place on the trip – and complete the mega fam Airlines Badge on the USA Discovery Program UK and Ireland website.
More information on the six itineraries and trip finale will be released soon.
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Brand USA, the destination marketing organisation for the US, held its first pan-European mega fam at the end of 2022, hosting 60 UK and European agents from nine key markets: UK, Ireland, Germany, France, Netherlands, Belgium, Switzerland, Austria, and Italy.
Like the trip planned for April, it featured six US itineraries and ran in partnership with American Airlines and BA.
There were tours in Portland and Seattle, New Orleans and Austin (pictured), Chicago and Nashville, as well as Boston and Newport.
The different itineraries culminated with a joint grand finale in Fort Worth, Texas, where agents took guided walking tours and experienced the Billy Bob’s Honky Tonk venue.
Jackie Ennis, global markets vice-president for Brand USA, said: “Brand USA mega fams allow agents to really get under the skin of a destination to better sell the US.
“By working closely with our airline and destination partners, it is a valuable tool in driving recovery efforts across our leading international markets.
“We look forward to continuing this initiative globally and welcoming the next participants in our Brand USA mega fam UK and Ireland in April.”
Gillian Wickers, head of UK leisure sales for BA, added: “We serve 27 destinations in the US alone, so we know how fantastically diverse it is with so much to offer every traveller.
“There’s no better way for agents to get to know a destination than experiencing it first-hand, so we were delighted to see the return of the Brand USA mega fam which we know drives genuine enthusiasm for one of our most important markets.”
Denise Forbes, American Airlines’ head of leisure specialty and mid-market sales, UK & Ireland, commented: “After the pandemic, showcasing the US as a key travel destination is key for us, as we help travel agents and travellers alike discover new adventures.
“Brand USA is the ideal partner for us to do this, as we are able to tap into their expert knowledge to best highlight everything the destination has to offer, and how we can best promote it.”
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