Brand USA, the destination marketing organization for the United States, has appointed Toronto-based Faulhaber as its new agency of record (AOR) for public relations in Canada. Faulhaber, which also has locations in Montreal and Vancouver, will work closely with the Brand USA team to share stories that highlight the USA as a culturally rich, diverse, and inclusive destination.

“Brand USA is firmly committed to Canada and our partnership with Faulhaber is a testament to our ongoing focus on PR and communications in the USA’s top international market,” said Brand USA’s Sr. VP of Public Relations and Chief Communications Officer Chris Heywood. “Faulhaber was selected following a highly competitive RFP process based on their strategic ahead-of-the-curve and creative approach to storytelling. We are gearing up for an exciting year of major milestones and unparalleled events and look forward to sharing these stories with our Canadian friends through our planned activity.”

Some US highlights this year, and beyond, include:

• Disneyland’s 70th birthday with several new offerings at the park. Begins May 16, 2025, and runs through the summer of 2026
• The US is set to host WorldPride May 17-June 8 in Washington, D.C.; the FIFA World Cup 2026 in multiple cities from June 15 to July 13; and the Ryder Cup in September.
• The Grand Ole Opry, a legendary country music venue, marks the centennial of its first show in 1925 with a series of special Opry 100 performances and experiences.

Looking ahead to 2026, the US will mark two major anniversaries: the centennial of Route 66 – the iconic highway connecting Chicago to Los Angeles; and America 250, commemorating 250 years since the nation was founded with the signing of the Declaration of Independence on July 4, 1776.

“Travel has always been a bridge between cultures and a way to create connection. Now, more than ever, it can serve as a powerful tool to strengthen the deep-rooted bond between the United States and Canada,” said Lexi Pathak, President and Partner at Faulhaber. “Faulhaber will highlight the unique experiences that the USA has to offer Canadians from outdoor adventures in Colorado, Utah and Montana, to culinary experiences in Chicago, New York and Los Angeles.

“Our mandate will encourage cross-border exploration through strategic media relations, influencer relations, and in-market brand activations including year two of Brand USA’s sponsorship of Toronto’s International Film Festival (TIFF).”

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