Event management firm AlliedPRA and its brands DSC, Briggs and Destination Nashville integrated into PRA. In addition, the unified PRA brand also launched a new website designed to enhance user experience for the clients as well as convey the company’s new brand and evolving vision.
The rebrand to PRA comes after the organization’s acquisitions of DSC, based in Colorado; Briggs based in New York; and Destination Nashville based in Tennessee as well as its own acquisition by blue chip private equity firm, CI Capital. Additional acquisitions and other growth initiatives are anticipated.
“PRA has a 40-year running start in driving positive change in our sector,” said Tony Lorenz, CMM, chief executive officer, PRA. “We have achieved so much, and we are just getting started on an incredible journey ahead. 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.”
“Our corporate, association, and third-party clients are asking us to expand our reach through a service model that delivers compelling experiences with them, anywhere in the world,” he added.
Focus on geographic reach comes as a result of PRA’s accelerating entry into new markets and expanding service offerings. The brand’s new tagline, “Experience Anywhere,” aims to reflect the rapid expansion of an experienced, dedicated team with capacity to deliver global event solutions.
The PRA Strategic Account Team works directly with clients to stage extraordinary event experiences with PRA in any destination to deliver consistent service and operational excellence.
“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,” said Laurie Knapp, executive vice president, global sales & marketing.
“Building on the legacy of the founders of organizations now united under one brand, PRA represents the values and identity shared across our entire business: Passion. Reach. Authenticity.
“PRA shares energy and creativity with our clients, partners and each other,” she added.
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