Brand USA picks Faulhaber to lead PR efforts in Canada

Brand USA has named Faulhaber as its new agency of record for public relations in Canada.

Faulhaber will work with the Brand USA team to share stories that “highlight the USA as a culturally rich, diverse, and inclusive destination,” reads a press release.

"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. Faulhaber was selected following a highly competitive RFP process based on their strategic ahead-of-the-curve and creative approach to storytelling,” said Brand USA’s Senior Vice President, Public Relations and Chief Communications Officer Chris Heywood in a statement. “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.”

“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,” added 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).”

Other U.S.-based events Faulhaber will highlight include:

• Disneyland’s 70th birthday (begins May 16, 2025, and runs through the summer of 2026)
• WorldPride May 17-June 8 in Washington, D.C.
• FIFA Club World Cup 2025 this summer
• The Ryder Cup in September
• FIFA Club World Cup 2025, which will bring 32 soccer teams from around the world to play 63 matches in the USA from June 15 to July 13 in various host cities.

Centennial anniversaries are also coming up – in Nashville, Tennessee, the Grand Ole Opry, a country music venue, marks the centennial of its first show in 1925 with a series of special Opry 100 performances and experiences.

In Virginia, Chincoteague National Wildlife Refuge marks the 100th year of its annual July Pony Swim, when thousands of people gather to watch cowboys herd wild ponies across the Assateague Channel.

Looking ahead to 2026, the U.S. will mark two major anniversaries: the centennial of Route 66, also known as the Mother Road, which is 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.

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