Élysée Collective expands luxury travel portfolio

APAC strategic communications consultancy, The PR Group (PRG), has strengthened its partnership with Australian AI healthcare company, Heidi, expanding its remit across APAC. The agency has been working with Heidi since its early scale-up phase, including leading global communications for the company's funding round in 2025.

Under the expanded remit, PRG will now lead communications across Southeast Asia and North Asia from its Singapore hub, while continuing support in Australia and New Zealand. The scope includes strategic communications, executive profiling, earned media, reputation and issues management, and narrative positioning to support global expansion and growth.

CEO of The PR Group, Caroline Shawyer, said:

"We've worked with Heidi since its early days, and it's been a privilege to support the company at every stage of its growth. As the business has scaled, so has the complexity of its communications. This expanded regional remit reflects the trust built between our teams."

"In an environment of constant scrutiny, AI disruption, and an evolving news cycle, reputation can’t be managed reactively. It needs to be built, protected, and governed at the highest level. That’s where we see strategic communications adding value, embedded in leadership and enabling board-level decision-making. PRG is well equipped to support high-growth companies through reputation milestones, including market entry, stakeholder engagement, and trust-building."

Eva Daly has commenced as Public Relations and Communications Manager at APT Travel Group. She was at Moose Toys for nearly a decade, most recently as Global Corporate Communications Manager. 

Eva holds in-house experience within the NFP and retail sectors, as well as agency-side at Thrive PR. 

Eli Grynberg has been promoted at Bupa Australia as Senior Corporate Communications Manager in the Corporate Affairs team. He joined the team in 2019 as External Communications Manager. Prior to this, Eli was at PPR Australia in a Senior Content and Creative Strategist role.