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TORONTO — Direct Travel has set its sights on expansion in Canada’s Meetings & Incentives sector.
The travel management company has acquired Meridican, a 30-year-old Toronto-based Meetings + Incentive company that delivers incentive travel programs, meetings and conferences, product launches and consumer events.
Direct Travel has also announced the subsequent alignment of Strategic Meetings + Incentives (a division of Vision Travel, A Direct Travel Company) under the management of Creative Group, a full-service meeting, incentive and recognition company based in Schaumburg, Illinois.
All of these companies will be rebranded Creative Group, effective Oct. 11.
“The acquisition of Meridican and the alignment of Strategic Meetings + Incentives under Creative Group is consistent with our strategy of global expansion,” said Ed Adams, CEO of Direct Travel.
Janet Traphagen, President of Creative Group, added: “The addition of Meridican and Strategic Meetings + Incentives allows us to grow our international portfolio and enables all of us to better service companies that have offices in both Canada and the United States. In addition, these moves continue the diversification of our client portfolio, increase our buying power and strengthen our talent base.”
Local leadership will be retained to run the new offices in Toronto. Ellie MacPherson, formerly Senior Vice President, Strategic Meetings + Incentives will be responsible for the overall management of the Canadian entity as Senior Vice President, Canada Operations, Creative Group.
“I’m excited to be aligning under the Creative Group brand. I have always respected the outstanding work delivered by Creative Group, its client tenure and its outstanding team,” notes MacPherson. “Our team looks forward to offering our broad spectrum of long-standing clients in financial, insurance, automotive and energy with the new and additional services our alignment with Creative Group will provide.”
Terry Manion, previously Executive Vice President of Meridican, has been appointed Senior Vice President, Business Development Canada, Creative Group and will lead the Canadian-based business development team.