Independent agency, In The Media PR, has onboarded 10 new travel and tourism clients over the past year.
New clients include Frankston City Council and its three flagship festivals, Funfields Theme Park, Lone Pine Koala Sanctuary, Paul Bennet Airshows and GirlsTrek.
In The Media PR Co-founder, Oryana Angel, says this growth reflects the power of strong storytelling and a shift in public mood.
“With wars, cost of living pressures and a relentless news cycle, Australians are looking for stories that lift them up and give them something to look forward to,” she said.
“Tourism and travel brands have incredible stories to share and we’re excited to help tell them,” she adds.
“Whether it’s an ice sculptor transforming ice blocks into beautiful objects or long-time volunteers keeping a historic railway chugging, these stories are about real people and memorable experiences. That's exactly where former journalists thrive.”
The agency has also restructured its senior leadership team with veteran Nine Sydney former journalist, Laura Tunstall, promoted to Executive Campaign Director, while Queensland-based former ABC Journalist, Andrew Arthur, has moved up to Campaign Director, working alongside Amie Meehan, former 2GB Breakfast Newsreader, and Erin Maher, former Nine Radio national News Director.
Co-founder, Janyne Moore, says the momentum reflects the competitive edge of having former journalists running every account.
"Earned media isn't about sending a press release and hoping for the best. It's about understanding what makes a story and creating campaigns around that,” she said.
(Pictured: Oryana Angel and Janyne Moore)