. AlliedPRA Rebrands as PRA | Northstar Meetings Group

AlliedPRA Rebrands as PRA

New identity aims to combine acquired destination management companies under one brand


Destination management company AlliedPRA is now PRA. The rebranding caps off a string of DMC acquisitions over the past two years and is intended to create a new, unified identity for the organization. 

In addition to its acquisitions of Colorado-based Destination Services Corporation, Destination Nashville and New York-based Briggs, AlliedPRA was itself acquired by private equity firm CI Capital last August. In its announcement, the organization described the change as the start of the "next chapter" as it looks to continue this growth, with additional acquisitions expected in the coming months.

"PRA has a 40-year running start in driving positive change in our sector We have achieved so much, and we are just getting started on an incredible journey ahead," said Tony Lorenz, CMM, Chief Executive Officer of PRA, in a statement. "We now have a brand promise in place to underscore the power and progression of our business going forward, leveraging the strong PRA brand equity which the market knows and values."

He stressed the importance of change in the destination management sector and that PRA's corporate, association and third-party clients requested that the organization expand its reach.

This geographic expansion (PRA now counts 27 offices throughout North America) is underscored by a new tagline, "Experience Anywhere," meant to emphasize its entry into new regions and markets, while tapping into local expertise and in-depth knowledge for its event solutions.

The launch was accompanied by a new website meant to reflect the company's new brand and vision -- while also promising a more user-friendly experience. It also released a video featuring footage of PRA's events and comments from its leaders and team members describing the advantages of the new, unified brand.

Laurie Knapp, executive vice president of global sales and marketing for PRA, stated that, "Our brand and our story convey our pride and appreciation for our past, our continued commitment to our core services delivered over decades, and our excitement about our future at PRA under one unified brand. We have the deepest bench of experienced and passionate team members in our sector's broadest owned network in the Americas."