AlliedPRA morphs into PRA following brand acquisition

Global business event management company AlliedPRA and its acquired offices of DSC, Briggs and Destination Nashville have now launched a new, unified brand, PRA. PRA marks a new chapter of a growth story for a group now working in all major destinations in North America, and beyond. The rebrand to PRA comes after a busy couple of years for the company, including the acquisition 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, alongside PRA’s management. Additional acquisitions and other growth initiatives are anticipated in the months ahead. “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. 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,” said PRA’s Chief Executive Officer Tony Lorenz, CMM (pictured above). “Change in this sector is necessary. 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.” Focus on geographic reach comes as a result of PRA’s accelerating entry into new markets and expanding service offerings, the company said, explaining its new tagline, ‘Experience Anywhere’. PRA, which is headquartered in Chicago with 27 offices throughout North America, has also rolled out a new website to convey the company’s new brand.