MMGY Global Acquires Leading International Travel & Tourism Marketing Firm, Myriad Marketing

By Julie Freeman of MMGY Global on December 20th, 2016

MMGY Adds West Coast Operation and Global Expertise 

MMGY Global, the world’s leading integrated travel and hospitality marketing firm, announced today that it has acquired Myriad Marketing, a Los Angeles-based integrated marketing firm also specializing in the travel and tourism industry. The firm, founded by recognized industry leader Al Merschen, has expertise in marketing, representation and public relations, with a focus on international destinations. The merged organization also adds Spring O’Brien, a Myriad company specializing in travel and hospitality.

Myriad provides MMGY with an expanded global expertise and a strong West Coast operation, as well as additional staff in its New York City office. This deal will enable the combined company to better service existing West Coast clients, pursue Asia-based opportunities and expand its services to clients in Europe, Africa and Latin America.

As a result of Myriad’s reputation and long-standing history, MMGY will retain the name, and it will now be known as Myriad International Marketing, an MMGY Global company. The two firms will begin integrating operations this year. Myriad’s New York City team will join MMGY’s with a move to new offices in midtown Manhattan early next year.

Al Merschen will become a Principal of MMGY Global, responsible for being a strategic leader for the overall company and driving innovation for current and prospective clients. He will also manage the Los Angeles firm’s overall operations. 

“We are excited to welcome Al and his team to MMGY. The addition of Myriad, known for its strong international marketing and representation capabilities, gives us a new dimension to our integrated offering and a beachhead on the West Coast,” said Clayton Reid, President & CEO of MMGY Global. “Together, we will offer existing and prospective clients expanded ideas and expertise. Adding Al to our team of thought leaders brings an incredible asset to MMGY.”

“We have long been friends with MMGY Global. Their integrated model is a perfect opportunity to offer our clients even more support. I am particularly excited about our new research capabilities,” said Al Merschen, President & CEO of Myriad. “I feel a great synergy with MMGY, and I’m excited to help our combined business thrive and to continue building a world-class global travel and tourism marketing firm together.” 

Myriad is the third acquisition by MMGY since Peninsula Capital Partners, a private equity firm with experience in the global travel industry, made a significant equity investment in the firm earlier this year. The investment supports MMGY’s aggressive acquisition strategy and the firm’s commitment to integration across all travel marketing channels. Prior acquisitions for 2016 included DK Shifflet & Associates and Nancy J. Friedman Public Relations.  

MMGY was advised on the transaction by Foley & Lardner, LLP on legal matters and by Laurus Transaction Advisors on financial matters. Myriad was advised on the transaction by The Law Offices of Alan Feldstein and Vida Harband. 

About MMGY Global

MMGY Global is the world’s largest integrated global marketing firm, specializing in the travel, hospitality and entertainment industries. With more than 35 years of experience in the tourism field, the award-winning agency maintains a global communications practice in all marketing channels, serving many of the world’s premier travel and tourism brands. MMGY Global is the author of acclaimed industry research (including the Portrait of American Travelers®) that identifies the habits and preferences of travelers – insights that serve as the foundation for its marketing strategy. For more information, visit www.mmgyglobal.com.

About Myriad Marketing

Myriad specializes in providing strategic direction and tactical solutions for the travel and tourism industry.  With a client list that includes international tourist offices, convention bureaus, airlines, hotels and resorts, and travel companies, Myriad offers a complete range of integrated services including: tourist board representation, advertising, public relations, marketing, trade relationship building and partnership marketing programs. Myriad represents more international destinations in the USA than any other marketing company, including Australia’s Northern Territory, Dominica, Kenya, Nicaragua, Melbourne, Qatar, Papua New Guinea and Macao. 

For more information, visit www.myriadmarketing.com.

 

By Julie Freeman of MMGY Global on December 20th, 2016