Explore St Louis has appointed Black Diamond as its public relations and trade representation agency for the UK and Ireland, as the destination looks to significantly expand its visibility in the market ahead of the launch of the new British Airways’ direct route launching in April 2026.
The appointment comes at a pivotal moment for St. Louis. With the new direct flight – the only non-stop route linking the UK to the Midwest -St. Louis becomes an exciting new accessible and easy-to-sell city, opening up the “Gateway to the West”.
As part of the integrated media and travel trade remit, Black Diamond will focus on product development, agent education, and press pitching, alongside a programme of FAMs, press trips and influencer campaigns. Efforts will focus on building awareness and an understanding of the destination as a 3-4 night stay, for both leisure and corporate travellers.
Jim Odoire, Managing Director at Black Diamond, commented: “This is an incredibly exciting time for St. Louis as UK travellers gain direct access to the city for the first time. The city offers huge, untapped potential and we’re thrilled to work alongside Explore St. Louis to strengthen its connection to the UK. Through close collaboration with travel trade, airline and media partners, we look forward to delivering high-impact PR, consumer campaigns and trade initiatives that drive awareness and visitation.”
“St. Louis is a city in the midst of an extraordinary renaissance.” commented Brad Dean, Chief Executive Officer of Explore St. Louis “With the new direct service from British Airways, the UK market is more important to us than ever. We see tremendous opportunity to introduce St. Louis as an exciting and unexpected U.S. city break, rich with culture, green space, legendary sports, and remarkable value. Partnering with Black Diamond enables us to elevate our story, engage key stakeholders, and inspire visitors to experience St. Louis.”
As UK interest in U.S. travel continues to rise ahead of the FIFA World Cup 2026, St. Louis is well positioned to benefit with games being played near-by, offering an appealing alternative for those seeking the atmosphere of major sporting moments without the high costs. The city’s year-round attractions – including the iconic Gateway Arch, world-class Forest Park, Route 66 heritage and vibrant sports tourism scene – will play a central role in driving media stories and trade opportunities.
Alongside trade and PR activity, Explore St. Louis will increase its direct-to-consumer presence in 2026 through paid media partnerships and co-ops designed to amplify St. Louis’ appeal within the UK market.
Last week, Explore St. Louis kicked off industry engagement with trade and media mission to London, where stakeholders met with editors, key trade contacts and UK business leaders to drive awareness and understanding of the destination.
