Travel South USA, the official destination marketing organization of southern state tourism offices, has named Reach Global Marketing as its new agency of record.
With Canada being the top market for drive and fly-drive travel to the South, Reach will represent TSUSA partner states and elevate Travel South USA's Canadian presence through public relations, social media and influencer promotions, and strategic partnerships.
"In 2019, we saw 2.89 million Canadians to the region," said Liz Bittner, president & CEO of Travel South USA. "We know we need to strengthen our presence and enhance our strategy in preparation of the borders reopening and the shifts in consumer behaviour. Therefore, we are excited to work with the team at Reach Global in collaboration with other partners such as Brand USA and state agencies to leverage our resources to inspire and welcome Canadians back when they feel comfortable."
The Southern USA has a distinctive charm and unique seasonal offerings, welcoming travellers to discover its pristine beaches, mountain views, lively music, historic sites, and delicious regional dishes alongside great weather and world-renowned southern hospitality.
With holidays for every budget, the region offers a one-of-a-kind experience with bragging rights or those just ready to just relax and enjoy a bit of luxury.
“There are hundreds of places Canadians can make plans. From a long-weekend getaway with girlfriends, golf, Whitewater rafting or foodie trips with bourbon & moonshine, to planning a 10-plus night holiday in the sunny south,” said Charmaine Singh, president & CEO of Reach Global. "Whether you're driving or renting a car upon arrival, we know Canadians are eager to experience all the flavours, outdoor adventures, and family fun available across the region. There is so much more to know about the South, and my team and I are excited to work to generate media and create partnerships that share these experiences.”
Travel South USA will deploy digital marketing and social media/influencer programming in the fall of 2021 and host Canadian tour operators for International Showcase in November 2021.
In addition, it will produce a media mission to bring state tourism offices and city DMOs to Toronto and Montreal from Feb. 7 to 10, 2022.
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