BRAND USA TRAVEL WEEK 2019

CLIENT
BRAND USA
MARKETS
Europe
BRAND USA TRAVEL WEEK 2019

SITUATION

MMGY Hills Balfour was tasked with delivering the first-ever Brand USA Travel Week Europe, with the goal of helping the organisation in its mission to increase incremental international visitation, spend and market share to the U.S. Taking place in London between September 9 – 12, 2019, the four-day event aimed to build a unique platform to showcase the diverse range of travel experiences available across the county.

ACTIONS

MMHGY Hills Balfour and Brand USA welcomed 97 U.S. Suppliers and 179 European Buyers for a week-long immersive celebration of all things America in iconic locations across London including a takeover of County Hall, the Royal Opera House and the London Eye.  The event was made up of three major components: Over 3,000 B2B meeting appointments to allow U.S. destinations to highlight the very best their cities, towns, and states have to offer in an engaging, unique, and interactive environment. An inspiring and carefully curated Enrichment Series bringing renowned industry leaders on stage to examine the latest trends in travel marketing. Delegates heard from over 25 speakers ranging from John Herrington, the first Native American astronaut to Elena Corchero, News Corp’s Futurist & Director of Emerging Technology.  A series of evening events to enable networking opportunities between delegates including A Night of American Music with Aloe Blacc and Friends and a sunset takeover of the London Eye. 

RESULTS

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96% of delegates agreed that the event helped them to achieve their goals

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Over 3,000 one-to-one 20 minute appointments with 97 exhibitors from the USA

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468 attendees participated

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Secured & delivered rich program of 14 innovative speaker sessions

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Brand USA have now commissioned six further Travel Week Europe events annually to 2025