Manhattan Beach, California – October 7, 2009. Myriad Travel Marketing, a Manhattan Beach-based tourism marketing company, announced today the acquisition of Custom Destination Marketing Solutions (CDMS – formerly Carlson Destination Marketing Services) from the Travel Leaders Group, based in Minneapolis, MN. Both Myriad and CDMS offer destination marketing and representation services for international tourism boards.

With the recent transaction, Myriad will now service a rich list of clients including: Rio de Janeiro Convention and Visitors Bureau, the 2016 Olympics host city; the Kenya Tourist Board; Australia’s Northern Territory; PromPeru; Singapore Tourism Board; Macau Government Tourism Office; German National Tourist Board; the Cook Islands; Hawaii Visitors & Convention Bureau; Cape Town Tourism; Papua New Guinea and several others. The acquisition now makes Myriad one of the strongest government tourism destination marketing companies in North America. Additionally, Myriad provides advertising and marketing services for a range of tourism companies including airlines, cruise lines, tour operators and more.

“We are extremely excited about the opportunity of adding this distinguished group to our portfolio. By merging the personnel of both companies, we will be able to form a much more diverse service, relationship and knowledge base for our clients,” stated Al Merschen, Managing Partner of Myriad Travel Marketing. “This addition of resources to the Myriad team will surely help us offer even more expertise to our clients. We’re also very excited about working with our new clients.”

“We believe we have found in Myriad a great match for CDMS,” says Roger E. Block, President of Travel Leaders. “Not only does Myriad have the necessary expertise in results-driven destination representation, but they also specialize in providing complete marketing services for the travel industry.”

At the same time, Myriad announced the appointment of a full-time representative in Vancouver to service the Canadian market. According to Al Merschen, no other destination representation company can offer full-time services on both West and East US coasts, the Midwest and Canada.

Terms of the purchase agreement will not be disclosed. The acquisition was completed on Friday, Sep. 18, 2009. The Custom Destination Marketing Solutions brand is now owned and operated by Myriad.



Manhattan Beach, California – March 10, 2006. Two of America’s most well-respected travel and leisure marketing communications companies, Ypartnership, Orlando, and Myriad Marketing, Los Angeles, have formed Ypartnership/Myriad Marketing, a strategic alliance that will expand the portfolio of marketing services offered by both firms.

Ypartnership/Myriad Marketing will operate independently of both Ypartnership and Myriad Marketing, and serve clients that are not part of the roster currently served by either agency. Operations will be managed jointly by Al Merschen, Myriad Marketing managing partner, and Peter Yesawich, Ypartnership chairman and CEO.

“The resources provided by our respective firms are very complementary,” said Peter Yesawich. “Myriad has a distinguished reputation in destination representation, custom publishing, partnership marketing and direct marketing. Ypartnership is known for its research, strategy, advertising, public relations and Interactive practice.”

“We are delighted to join forces with Ypartnership, and our combined resources will provide clients with access to an unparalleled array of marketing services,” said Myriad Marketing’s Al Merschen.

Myriad was established in 1987. Headquartered in Los Angeles with additional offices in New York and Miami, the agency specializes in the travel and tourism industries and currently represents airlines, hotels and resorts, tour wholesalers, national tourist offices and retail travel operations.

Ypartnership is America’s leading marketing, advertising and public relations agency serving travel and leisure industry clients. Headquartered in Orlando, the agency maintains additional offices in New York, Los Angeles and Honolulu, and serves a roster of over 50 clients worldwide.



New York, NY – February 2, 2006. Myriad Travel Marketing was honored with a Platinum Adrian Award for their ground breaking South African Tourism Global Branding Campaign.

Myriad accepted the award at the HSMAI Awards Ball held in New York City .

Winning the Destination Advertising Category, Myriad’s campaign captured the experience of a South African vacation in television and print applications. Myriad utilized the global marketing research conducted by South African Tourism to execute a campaign quickly and on strategy.

Through research, key insights were developed to tailor the subjects, imagery and message in primary markets. A graphic tagline was developed to depict the campaign theme: “It’s impossible.” becoming, “It’s possible.” (It’s impossible) The statement reveals that South Africa is a country that has made the impossible, possible. And what the traveler thought was impossible to experience on vacation is indeed possible.

On hand to accept the award was the Myriad team that developed the campaign including: Al Merschen, Managing Director, Asher Hung, Creative Director and Julie Averay Cuesta, Account Executive. “We are delighted to receive this award in recognition of this successful campaign,” said Merschen. “It represents the true spirit of the destination and captures the essence of what makes a visit to South Africa different than any other place on earth.“

Proving that strong creative can perform, the campaign has seen success through an increase in visitor arrivals. Exceeding goals, the American market achieved a continued growth rate of 13.8% in visitor arrivals in the first quarter of 2005. A record 1,795,989 foreign arrivals were recorded in South Africa for the first three months of 2005, a 10.3% increase over the prior year from all global markets.

To view the winning creative please visit


Voyages announced today it has appointed Myriad Travel Marketing of Manhattan Beach, California, as their sales and marketing representation company in North America, effective January 01st, 2006.

According to Nick Baker, Voyages’ Executive General Manager Sales and Marketing, the appointment of a full time agency is the result of a dedicated push to increase exposure of Voyages’ unique product throughout North America.

“North America is a major market and critical to our sustained growth,” Nick said. “Myriad has a wealth of experience and excellent networks which will assist us in training key partners so they can promote and sell our unique products.”

“We have noticed strong trends for more experience based holidays away from metropolitan regions or capital cities,” he said. “With operations in spectacular wilderness locations we are superbly positioned to take advantage of demand and realize the potential of the lucrative North American market.”

Myriad will be responsible for in-market sales and marketing campaign activity, including public relations. As representative for the Northern Territory Tourist Commission, Myriad have developed a strong understanding of both Voyages product and the appeal of Australia’s natural and cultural landscapes to North American markets.

“Voyages’ portfolio is second to none,” said Al Merschen, Managing Partner of Myriad. “Combine that with Australia’s standing as a premier tourist destination and we are naturally excited at the tremendous opportunities this partnership represents.”

Editors Note:

Voyages is an Australian travel company, providing experience-based holidays in spectacular wilderness locations including the Red Centre, Top End, Queensland, the Kimberley and Tasmania.

Voyages operate award-winning properties such as Longitude 131, Lizard Island, Ayers Rock Resort, Silky Oaks Lodge, Cradle Mountain Lodge, Odyssey Tours & Safaris, Wilson Island, and is Australia’s largest destination spa operator.