Colin Skerritt Tapped as Brand USA Regional Director in Canada

Brand USA, the destination marketing organization for the United States, today announced the appointment of Colin Skerritt as its regional director in Canada.

In this new Toronto-based position Skerritt’s singular focus is to promote the United States as a premier travel destination to Canadian travelers.

As part of his role, he is responsible for bringing the full force of all of Brand USA’s resources to develop and implement Brand USA’s ongoing strategies in the Canadian market related to travel trade outreach, consumer marketing, consumer public relations, and partner marketing.

Skerritt has more than 15 years of experience in the travel and tourism industry in Canada— with each role, Skerritt demonstrated a strong track record of increasing the number of Canadian travelers who choose to visit the destinations he has promoted.

From 2016 to 2018, Skerritt was director of tourism in Canada for the Antigua and Barbuda Tourism Authority (ABTA) where he directed the tourism authority’s marketing strategies (travel trade marketing, digital marketing, media relationships, and public relations) to reach Canadian travelers.

In just his second year with ABTA, Skerritt led Antigua to an 85 percent increase in arrivals from Canada, which led all tourism growth from Canada to the Caribbean during 2018.

Prior to his time at ABTA, Skerritt led successful corporate and leisure sales and marketing programs for Air Canada, where he was the global accounts manager from 2010 to 2016 with responsibilities for travel revenue growth in North America, Latin America, the Caribbean, and the United Kingdom.

While at Air Canada, Skerritt worked directly with the airline’s largest corporate and leisure travel management partners and led the Air Canada Vacations relationship. From 2007 to 2010, he was the manager, regional sales for Virgin Atlantic Airways.

In his new position with Brand USA, Skerritt reports to Cathy Domanico, vice president, global trade development.

He will work with Brand USA’s global trade development, marketing, and corporate communications teams across the organization to develop and execute the organization’s strategic objectives, key initiatives, and plans to expand Brand USA’s global opportunities in the Canadian outbound travel market.

Source: Travel Pulse