WHY THE MEDIA, INFLUENCERS & BRANDS MIGRATED TO SUBSTACK
PR’S ROLE IN THE FUTURE OF LUXURY TRAVEL
EDITORIAL
AI writing is
Activity and engagement on Bluesky appears to be declining.
STREAMING SURPASSES BROADCAST, CABLE TV
Americans watched more TV via streaming than broadcast or cable.
SOCIAL MEDIA BECOMES TOP SEARCH PLATFORM
Social media is replacing search engines for finding info online.
WHY BRANDS FLOCKED TO SUBSTACK
Writers, influencers and brands use Substack to connect with people.
REWRITING TRAVEL’S OFF-SEASON PLAYBOOK
Smart PR doesn’t wait for peak seasons. It creates them.
POWER OF THE PALATE
Why travelers are increasingly building their itineraries around culinary experiences.
TURNING TRENDS INTO OPPORTUNITIES
Viewing innovations to create deeper audience connections.
Brand
Tapping into the psychology of prestige.
Why one core principle of PR has never mattered more.
30 YEARS OF EVOLUTION IN TRAVEL PR
Reflecting on what matters most in an industry that’s always changing.
COMMUNICATING VALUE IN UNCERTAIN TIMES
PR pros often find themselves fighting negative emotions with positive.
LEVERAGING PR TO INSPIRE AND EDUCATE
Many Americans have never boarded a plane or left their home state.
Why several current market realities are good for the PR sector.
In
CONSERVATIVES DISTRUST
Republicans
COLUMNS
AI writing is garbage
For nearly three years, I’ve listened to PR and marketing people blather on about how wonderful generative artificial intelligence is. I’ve edited article after article in these pages regarding how AI is reshaping the communications landscape, how it’s transforming content, increasing efficiencies, tearing down silos and basically doing everything short of ushering us into a new era of spiritual enlightenment.
I’m not going to argue that AI can create content quickly. I won’t deny it’s probably great for research, measurement, streamlining processes and a litany of other boring functions that, frankly, few of us will miss. I’m also willing to bet it saves people a lot of time, which is also to say, money. But generative AI creates garbage writing. And the people championing it don’t know what they’re talking about.
Have you seen the AI slop on the Internet that passes for “writing” these days? Have you noticed the emotionally comatose descriptions? The wearingly familiar clichés? The mannequin charm? The utter lack of voice, of anything resembling a personality? Everything sounds the same. Everything sounds like marketing copy. It’s soulless. It’s robotic. It’s lazy. And I haven’t even mentioned the factual inaccuracies, the misinformation and bot-generated deepfakes. It’s objectively bad. It’s poisoning the Internet. And you think this is the future of content?
Sure, if you’re writing a high school paper, ChatGPT can produce a structured—if formulaic and juvenile—argument quickly. But if you’re trying to say something interesting and inspired and original that makes an impact—if you’re trying to do what writing is supposed to do, in other words—it fails every time.
The world is constantly reminding us what happens when we try to replace human creative talent with AI. The Chicago Sun-Times and Philadelphia Inquirer recently faced a crisis after a third-party freelancer was hired to create a “summer reading” supplement for those papers and used AI to generate a recommended list of novels that don’t exist. A web sleuth recently discovered that several self-published “authors”—I use the term loosely—had accidentally left ChatGPT prompts in the final drafts of their books. (Maybe hire an editor!) And who could forget the time Sports Illustrated published a series of AI-generated articles bylined to nonexistent authors, or when a lawyer searching for a court precedent turned to AI, which hallucinated cases that never happened? A sci-fi magazine made headlines when it announced it was suspending its submissions because it had been bombarded with AI-penned manuscripts. The good news? The AI stories were so abysmal the editors were able to spot them a mile away.
There’s a hilarious preemption among AI devotees that those of us who remain critical of the technology simply haven’t gotten with the times and embraced bad content. To be clear: I’m aware that many marketing and PR people are convinced AI can create quality writing. I’m just saying they don’t know what quality writing is. I’m saying they’re wrong. I’m saying Gen AI isn’t making writing easier; it’s just making the Internet worse.
So, why do it in the first place? Because it’s cheap and easy, naturally. Because it exhibits quintessentially American thinking: Why spend years learning how to hone a craft when a computer can do it for you? Oh, but wait: it actually can’t.
A thought experiment developed by American philosopher John Searle called “the Chinese Room” illustrates the flawed logic we commit anytime we assume AIs are doing what we’re doing when they perform a task like writing. Imagine you’re in a room. On a table is an instruction manual. Behind you, a slip of paper written in Chinese is pushed through a slot in a door. You don’t speak Chinese, but the manual gives you precise instructions regarding how to translate the message. You do this and place your response back into the slot. To a person outside the room, it would be reasonable for them to assume you’re a Chinese speaker. Searle argues this is exactly what’s happening when we assume AIs are “intelligent.” Gen AI uses highly complex statistical models to predict the next word in a sequence in an effort to imitate us. And while it does this job efficiently, it doesn’t understand the meaning of what it said. We project that assumption onto the AI. In other words, we’ve confused syntax with semantics. AI doesn’t write. It just types. Indeed, writing is much more than a sequential arrangement of words on a page. Anytime we write something, that final product is a result of the writer’s individual thumbprint, which is itself the result of thousands upon thousands of micro decisions based on a confusing soup of our experiences, opinions and tastes, as well as random ideas that just mysteriously arrived in that ineffable fog we call consciousness. AI doesn’t understand that; it just tries to sound like what it thinks “writing” is. But writing isn’t supposed to sound like “writing.” In fact, a fundamental part of writing is saying what the reader would never anticipate. Sometimes, it’s the “mistakes” that make writing great. How can anyone expect an algorithm that’s never grappled with the contradictions and complexities of the human experience to do anything more than imitate the safest and blandest writing out there so it can fool the most credulous among us?
AI can do a lot of great things, but it can’t write. All AI writing is doing is pumping more bad content into the world. If you want to connect with people, maybe try investing in people. And if you can’t come up with creative ideas, maybe give the job to someone else.
— Jon Gingerich
EDITOR-IN-CHIEF
Kevin McCauley kevin@odwyerpr.com
PUBLISHER John O’Dwyer john@odwyerpr.com
SENIOR EDITOR Jon Gingerich jon@odwyerpr.com
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Steve Barnes steve@odwyerpr.com
CONTRIBUTING EDITORS
Fraser Seitel
EDITORIAL ASSISTANTS & RESEARCH
Jane Landers
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Bluesky engagement slips
Bluesky took the social media world by storm last year, but activity and engagement on the platform appear to be dropping off.
By Jon Gingerich
Few social media platforms have achieved the meteoric rise in popularity experienced by Bluesky. The microblogging social media site, viewed as a progressive alternative to X/Twitter, has seen significant growth since its launch in early 2023 and currently claims about 36.5 million registered users.
The platform, lauded for its open and decentralized structure—which gives users more control and autonomy—doesn’t run ads. It also isn’t bogged down by the AI slop and spam that litters most competing social platforms.
Bluesky’s birth occurred several months after Elon Musk’s $44 billion acquisition of Twitter in late 2022, a move that caused many users to flee that platform in search of left-leaning alternatives. But it was the November 2024 U.S. presidential election that truly ushered the site into a new era. Following the election, Bluesky witnessed user growth of about 13 million in six weeks, crossing the 20-million user mark by mid-November. By the end of January 2025, that number had grown to 30 million.
In addition to being a haven for left-leaning users, the site also skews young: According to data by Statista, more than half (56 percent) of the site’s global users are between the ages of 18 and 34—and 30 percent of those users are between 18 and 24—an ideal demo for any burgeoning social media platform.
But engagement and activity on the site appear to have dropped off significantly in recent months. According to Jaz’s Bluesky index, which provides aggregate statistics regarding Bluesky activity and engagement,
posting and interaction on the site today might be described as irregular. A few examples: There were 998,390 unique likes on the site on June 10, compared to a peak of 2,789,693 single-day likes on November 18, 2024. There were 500,098 posts on June 10, compared to a peak of 1,479,838 posts on November 19. There were 282,054 unique followers on June 10, compared to a peak of 3,124,644 followers on November 18.
One going theory for the recent stall in growth could be the fact that X remains the bigger platform. There are still currently around 600 million monthly users on X, and many of the popular journalists, politicians, activists and public figures that use the site have yet to convene on a competing platform despite X’s bad reputation and Musk’s litany of brand-poisoning gaffes. A recent Pew Research Center analysis found that many “news influencers”—or social media users with large followings who share news and current events—have indeed migrated to Bluesky and increased their activity on that site during the first three months of 2025. However, the Pew report found that most of those influencers still haven’t left X, including three-quarters of left-leaning news influencers and 87 percent of right-leaning news influencers. Worse, they still seem to be more active on X than they are on Bluesky. Another reason could be due to the political homogeneity of Bluesky’s user base. Since the site’s rise in popularity in late 2024, one salient criticism of the platform has been that it perpetuates an ideological echo chamber populated by users who exhibit a general lack of willingness to engage in discussions expressing viewpoints with
which they disagree. “Blocking” users with differing viewpoints is a common practice. The subsequent drop-off of activity and engagement on Bluesky presents an interesting paradox: in a digital ecosystem where divisiveness is a guaranteed recipe for clicks, engagement may be bound to dwindle on platforms where most of its users share the same views.
A recent study, “Politics and Polarization on Bluesky,” sought to analyze the state of political discourse and polarization on the site. Conducted by researchers at the University of Zurich and Finland’s Aalto University, the study analyzed activity on the platform that took place between December 2024 and May 2025. It found that while non-political conversations on the platform remain diverse and political discussions often “echo familiar narratives and polarization trends,” those discussions are typically dominated by a politically homogeneous user base, with the most polarized topics also being “highly imbalanced in the numbers of users on opposing sides, with the smaller group consisting of only 1–2% of the users.”
“We are witnessing not just polarization within individual platforms, but the culmination of a broader, ecosystem-wide polarization across the digital landscape,” the study’s authors wrote. “Rather than encountering deeply divided groups on a single platform, we may be seeing the emergence of distinct online spaces ... where users largely agree on political issues. In this scenario, digital platforms themselves are becoming more politically homogeneous, each catering to relatively like-minded communities. As a result, the clash of conflicting views is diminishing, not because the surrounding polarization has decreased, but because individuals with differing political attitudes are increasingly segregated into separate, self-reinforcing digital environments.”
Streaming now surpasses broadcast, cable TV
For the first time, Americans in May watched more TV via streaming platforms than broadcast or cable TV combined, according to Nielsen data.
American television habits have evolved considerably in recent years, with broadcast and cable TV losing popularity while their digital descendants in the streaming world take an increasing share of today’s TV viewing audiences.
But for the first time in history, according to recent data released by Nielsen, the share of Americans who watch TV via a streaming service now exceeds those who watch traditional broadcast or cable TV combined
According to Nielsen, streaming in May accounted for 45 percent of total-day view-
ing among Americans, compared to 44 percent for broadcast and cable TV and 11 percent dedicated to other sources, including video on demand, audio streaming, gaming and DVD playback.
When it comes to what streaming platforms Americans are watching most, YouTube leads the pack at 13 percent, followed by Netflix (8 percent), Disney (5 percent), Prime (4 percent), the Roku Channel (3 percent), Tubi (2 percent), Warner Bros. Discover (2 percent) and Peacock (1 percent).
YouTube is the clear winner in the streaming wars, witnessing viewership gains of
By Jon Gingerich
more than 120 percent since 2021, according to Nielsen. Netflix viewership has also seen its viewership grow by 27 percent during that time. Additional growth can be attributed to the rise of free, ad-supported channels such as Tubi, which have soared in popularity in recent years.
The streaming migration has largely been driven by younger viewers, but it appears that older Americans are now climbing on the streaming bandwagon as well. May data from Nielsen found that YouTube traffic from users 65 and over had nearly doubled in the last year alone.
Social media becomes top search platform
Social media sites are replacing search engines as the preferred method for finding information online, particularly among Gen Z audiences.
By Jon Gingerich
Social media isn’t just where people connect with others. For an increasing number of users—and for Gen Z members in particular—it’s also becoming the first place they go when they want to search for information, according to a new survey by social media analytics company Sprout Social.
The report, which surveyed social media users based in the U.S., UK and Australia about their social media habits, found that social media is now the preferred channel among Gen Z consumers when it comes to where they go to look up information online, underscoring social’s dominant role in both commerce as well as the attention economy.
Nearly half (41 percent) of Gen Z respondents said they turn to social platforms when looking for information, according to the report, beating traditional search engines such as Google (32 percent), chatbased AI tools (11 percent) and friends/ family (9 percent).
When all generations are taken into account, traditional search engines still remains the top resource for finding information online (52 percent), with social platforms coming in second (24 percent). However, more than a third of social-media users across all age groups (37 percent) admit they now prefer to go to social first when searching for product reviews and recommendations, and 35 percent said it’s their go-to for finding local restaurants and activities as well.
More than three-quarters of those surveyed (76 percent) said that content they see on social media has influenced a purchase they’ve made within the last six months. For Gen Z members, that number rises to 90 percent.
Nearly half (47 percent) said researching brands on social media has improved their financial decision-making. Once again, that number was even higher among Gen Z (62 percent).
Facebook remains the most popular social platform (81 percent), followed by YouTube (71 percent) and Instagram (66 percent), with YouTube gaining in popularity to take the number-two spot since Sprout’s previous report. WhatsApp, which remains the most popular app in the UK, came in fourth (at 53 percent), followed by TikTok (52 percent), Snapchat (39 percent), X (38 percent), LinkedIn (33 percent), Pinterest
According to the report, the content that consumers rely on social media for most is cooking and recipes (50 percent), followed by TV/movie recommendations (43 percent), music discovery (36 percent) and per-
sonal interest topics such as sports, beauty, health, news, fashion and travel.
Findings for Sprout’s latest “Consumer Pulse Survey” were based on a survey of nearly 2,300 social media users based in the U.S., UK and Australia. Surveys were conducted online between April and May by market research firm Glimpse.
Why the media, influencers and brands flocked to Substack
Journalists, influencers, tastemakers and even luxury hotel brands are now leveraging Substack to connect with audiences in an increasingly fragmented media landscape. Here’s why this presents a unique opportunity for PR.
Everyone seems to be launching a newsletter these days. What began a couple of years ago as a wave of respected journalists creating Substack newsletters to connect directly with PR professionals has evolved into something much broader. In 2025, we’re seeing not just media insiders, but also top-tier travel influencers, new tastemakers, luxury hotel brands and even private jet companies leveraging Substack as a direct channel to speak to their audiences.
This surge is more than a trend—it signals a fundamental shift in how brands build community, shape narrative and stay top-of-mind in an increasingly fragmented media landscape.
Substack is no longer a niche media tool. It has emerged as a powerful content platform for curated storytelling, cultural perspective and brand intimacy—especially in the luxury travel space, where experience and emotion drive engagement. According to Business Insider, and with more than 35 million active subscriptions and two million paid, Substack offers unparalleled reach and loyalty. Open rates often triple those of traditional social media platforms, making it a compelling channel for thoughtful, long-form engagement with audiences who want to hear from you.
In the past, luxury travel brands relied almost exclusively on leading traditional print and digital outlets like Condé Nast Traveler, Robb Report and Travel + Leisure to tell their stories. These glossy features still hold immense sway—and we love working with them—but as editorial teams streamline and legacy titles narrow their focus, many PR professionals are looking elsewhere to round out their media mix.
Newsletters like those on Substack offer an elegant solution: a direct-to-inbox format with a highly engaged and often loyal readership. It’s not just about eyeballs—it’s about intent. When someone subscribes to a newsletter, they’re actively choosing to invite that voice into their daily or weekly rhythm. That kind of permission-based content is gold in a world of dwindling attention spans.
Notably, travel journalists and editors are leading the charge. Writers like Yolanda Edwards (a Substack veteran), Sarah Khan, Laura Itzkowitz and more—are carving out spaces to share deeper, more personal travel commentary—often with greater
freedom and editorial richness than traditional outlets allow. Whether they’re writing about under-the-radar design hotels in Italy or reflecting on the future of luxury hospitality, the tone is thoughtful, refined and often more honest than a glossy spread permits.
It’s not just journalists. Influential voices in fashion, design, hospitality and culture are also finding new creative freedom on the platform. Claudia Williams writes about style and aesthetics in a way that interweaves her global travel experiences and with a sensibility that resonates with culinary insiders and brand marketers alike.
And the brands themselves are catching on. Luxury hotels, airlines, cruise lines and private travel providers are beginning to use the platform either directly or through collaborations to deepen connections with their most discerning guests. Where once a property might have relied solely on third-party media validation, today they’re commissioning bespoke newsletter content, partnering with newsletter authors on immersive press trips, or even quietly launching branded newsletters of their own—disguised as editorial-first platforms.
Substack newsletters are uniquely effective at driving not just awareness but meaningful engagement. Unlike the often-broad appeal of a magazine feature, a well-crafted newsletter post can prompt direct action— whether it’s bookings, inquiries, or being shared within trusted circles. With a tone that’s more personal and authentic, newsletters resonate with today’s luxury consumers who engage with content selectively, thoughtfully and on their own terms.
So, where is this all going?
What’s next for this space is an exciting evolution of platform diversity and community-first storytelling. We’re seeing new players like The Window Seat by Tori Simokov emerge—blending highly curated travel content with authentic cultural perspective and an editorial voice that resonates with a younger, experience-driven luxury traveler. Tori, a seasoned creative and travel strategist, launched The Window Seat as a Substack dedicated to exploring travel through the lens of storytelling, design and discovery.
We recently hosted her at Park Hyatt New York to experience the new Petrossian tasting experience—an elevated, cav-
By Laura Davidson and Dana Curatolo
iar-forward concept for both guests and locals. The resulting coverage was elegant and personal. It translated to increased awareness and conversation around the initiative among a smaller but highly engaged collective of affluent New Yorkers and global tastemakers passing through the city. The power of that post wasn’t in reach, but in relevance.
This is the kind of storytelling PR professionals should be paying attention to. It’s not about replacing traditional media—it’s about expanding the toolkit. Substack isn’t just another platform to pitch. It’s a space to build relationships, invest in voices that align with your brand’s values and experiment with new formats and collaborations that feel distinctly modern.
What’s especially notable is that these newsletters are being read by the exact audience luxury travel brands want to reach: curious, discerning, culturally plugged-in readers who value quality over quantity. And in many cases, they’re being forwarded, shared and discussed far beyond their initial inbox delivery.
For brands, this presents an opportunity to think more holistically about media strategy. Rather than chasing shrinking column inches or vying for viral moments on social, why not invest in depth, trust and intentionality? Partnering with newsletter authors—whether through experiences, collaborations, or content swaps— can yield long-tail results that extend well beyond a single feature.
In an era where consumers are increasingly skeptical of advertising and overwhelmed by content, newsletters represent a refreshing return to slow media. And in the luxury travel space, where trust, aspiration and emotional connection are everything, that’s an opportunity too powerful to ignore.
Laura Davidson is CEO and Founder of LDPR. Dana Curatolo is Senior Vice President at LDPR.
Laura Davidson
Dana Curatolo
Rewriting travel’s off-season playbook
Smart PR doesn’t wait for peak seasons. It creates them.
By Kerry Anne Watson
In the world of travel marketing, it’s easy to focus on peak seasons—when the sun is shining, flights are full and tourism boards are flush with campaign dollars. But for PR professionals, the real opportunity often lies in the “shoulder season”—those quieter windows between high and low travel periods that are too often overlooked, yet brimming with potential.
At The Zimmerman Agency, we’ve made it our mission to turn these overlooked moments into marquee opportunities. Whether it’s coastal Rhode Island in winter, the mountains of West Virginia in spring bloom, or Palm Beach County in the summer lull, we’ve found that the right mix of strategy, storytelling and cultural savvy can transform the tourism calendar—and the bottom line.
Rewriting the rules in Rhode Island
Nowhere is that transformation more evident than in our work with Visit Rhode Island. Historically, the Ocean State has faced a familiar challenge: a steep tourism dropoff in the winter to early spring months, when colder temperatures and seasonal closures dampen travel interest. But with a focused PR strategy, we’ve helped redefine this narrative, positioning Rhode Island not as a summer-only escape, but as a year-round destination rich in culture, food and coastal charm.
Key to this shift has been direct engagement with media markets like New York, Atlanta, Orange County and Los Angeles. Through immersive Rhode Island-themed media mixers and curated activations featuring local tastemakers, we brought the state’s winter personality to life—highlighting cozy seaside inns, culinary experiences and a thriving arts scene. The result? Coverage in Condé Nast Traveler, AFAR, Travel + Leisure and Forbes and a growing perception among editors and travelers that Rhode Island offers something compelling even when the beaches are quiet.
Pop culture and polo in Palm Beach
Farther south, in the Palm Beaches, we tapped into cultural momentum to make noise during slower periods. Representing 39 distinct towns and cities across Palm Beach County, the destination has historically faced shoulder-season challenges—especially in the summer months when the coastal heat sets in and seasonal travelers head north.
To counter that, we leaned into a mix of smart newsjacking and editorial strategy.
We capitalized on the rising “set-jetting” trend—where audiences visit destinations featured in film and television—by aligning with pop culture moments like Apple TV+’s “Palm Royale” and Prince Harry’s Netflix polo docuseries. These touchpoints allowed us to reposition the Palm Beaches as not only beautiful year-round but also culturally relevant and buzz-worthy.
High-impact media activations—like hosting Entertainment Tonight for a national broadcast blitz—paired with targeted editorial outreach earned major features in People, Southern Living, The Miami Herald and The Hollywood Reporter, proving that with the right angle, great coverage doesn’t need to wait for peak season. The results? A record-breaking 9.9 million visitors in 2024— up 4.6 percent year-over-year—proof that smart, culturally attuned storytelling can shift behavior and grow visitation.
Elevating nature’s timetable in WV
In West Virginia, we aligned PR strategy with the rhythms of nature. From the springtime bloom of the rhododendron— the state flower—to autumn’s vibrant foliage, our campaigns turned natural cycles into powerful editorial hooks. Rather than compete with larger destinations, we leaned into West Virginia’s unique geography and sense of place—promoting scenic drives along the Highland Scenic Highway, outdoor recreation, Appalachian heritage and small-town charm.
Through earned placements in top-tier lifestyle and travel publications, we positioned the state as an emerging multi-season destination—ideal for road-trippers, couples and families looking for authenticity and affordability between traditional travel peaks.
Park City: more than snow
Known for its powder-perfect slopes and winter swagger, Park City, Utah, set its sights on a hotter goal: enticing travelers to stick around after the snow melts. Determined to shake off its ski-only reputation, The Zimmerman Agency crafted a PR campaign that made the off-season downright irresistible. Think high-flying hot air balloon rides over the Provo River, paddleboarding sessions in a 100-year-old crater and all the fresh-air luxury you can handle. With editorial angles like “space is the new luxury” and “vehicle-free vacations,” we pitched Park City’s sun-drenched side to new markets and mindsets.
Nearly 100 editors and journalists experi-
enced Park City’s shoulder season firsthand, fueling more than 650 pieces of content and $30 million in earned media value, including placements in Travel + Leisure, AFAR and Architectural Digest. The campaign reached more than 177 million potential visitors and saturated 75 percent of key markets at least three times—helping Park City achieve its highest-ever tourism-related tax collections and occupancy rates.
Belize: Reframing the ‘green season’
Internationally, we helped Belize Tourism rebrand its June-November “green season” as an asset, not a drawback. Once seen as Belize’s slow season due to rain and humidity, we reframed the narrative to focus on lush landscapes, wellness and immersive adventure. Rather than discounting the experience, we elevated it—positioning it as the best time for eco-conscious travelers to explore jungles, ruins and reefs in peace. The key? Understanding the psyche of the traveler and the editor. With a storytelling lens rooted in sustainability and slow travel, our shoulder-season Belize coverage appeared in eco-focused, wellness and adventure outlets, helping the destination grow interest and arrivals during its quietest months.
What works—and why
Across all destinations, a few proven strategies emerged:
• Lead with story, not season. The best angles highlight emotion, relevance, or cultural connection—not just what’s “on sale.”
• Create immersive experiences. Whether in-market or on-location, media need to feel a destination’s shoulder season firsthand.
• Tap niche audiences. From foodies and wellness seekers to outdoor lovers and luxury escapists, targeted pitching wins.
• Capitalize on natural and cultural cycles. Don’t fight the season—lean into what makes it special.
• Newsjack moments that matter. Pop culture, social trends and seasonal cues can elevate even the quietest months.
At The Zimmerman Agency, we don’t see shoulder season as a challenge—we see it as a blank slate. It’s when the noise dies down and the real storytelling begins. In an era where travelers crave space, authenticity and surprise, destinations that win during the off-peak periods often end up winning year-round.
Kerry Anne Watson is Public Relations President at The Zimmerman Agency.
Kerry Anne Watson
Power of the palate: journeying through food and wine
Why travelers are increasingly creating their itineraries—and building their brand loyalty—through food and wine.
Anew appetite is shaping traveler decision-making. While beautiful scenery and safety still top the list of destination selection drivers, today’s travelers are increasingly looking to indulge their palates. The “food and drink scene at a destination” has quickly risen to be one of the top three motivators for selecting a destination, according to a recent MMGY Travel Intelligence report. We’re seeing this trend explode as travelers build their itineraries around securing that highly coveted experience at the hottest spot in town.
What was once a luxury is now table stakes in the world of hospitality. These elevated offerings also enhance brand reputation and inspire consumer loyalty in powerful ways—something that we leverage for our clients’ advantage. Because when travelers connect with a destination through flavor—whether it’s a fire-cooked meal under the stars or an immersive cooking class— they’re building emotional associations that last long after checkout. And savvy brands aren’t just responding to this opportunity; they’re leading the charge by transforming food into a strategic hospitality asset.
Alisal Ranch, a luxury “dude ranch” nestled in California’s idyllic Santa Ynez Valley, draws visitors from all generations who return year after year for its unique culinary programming. BBQ Bootcamps, Ranch Cookouts—and even a BBQ University— celebrate local chefs, wineries and cooking styles and attract celebrity chefs and culinary brands. Alisal’s strong brand identity and commitment to a superior guest experience allow the ranch to stay true to its roots while showcasing today’s culinary stars and delighting its clientele.
Independent restaurants also play a crucial role in establishing a destination’s unique sense of place. In partnership with our client the James Beard Foundation, we’re expanding travelers’ understanding of what makes a culinary destination. As Stephanie Gravalese noted in a piece we secured in Forbes, “This year’s list features everything from Persian stews in Brooklyn (Nasim Alikhani of Sofreh) to Afro-Caribbean plates in Puerto Rico (Angel David Moreno Zayas of El Gallo Pinto) to woodfired fish in Helena, Montana (The Union, Best New Restaurant). Chefs working in places once overlooked by coastal media— think Grand Junction, Tulsa, Omaha, Providence—are now front and center.”
By Nadia Al-Amir and Amanda Hathaway
And tourism boards are recognizing and rewarding these culinary endeavors. After being named the first-ever chef from West Virginia to win a James Beard Award, chef Paul Smith received both a Distinguished West Virginian Award and a key to the City of Charleston, West Virginia, for “bringing greater attention to the traditions and hospitality of our Mountain State.”
Further evidence of chefs driving the hotel experience comes from such leaders as acclaimed chef Nobu Matsuhisa, who is combining Nobu style with a strong sense of locality, minimalist design and innate passion for service to create Nobu Hotels. Each is set in a captivating location around the world, including Wagstaff client Nobu Hotel Chicago. Other leaders are taking heed: Charlie Palmer is opening his first food-focused Appellation Hotel in Healdsburg, California this summer; José Andrés recently announced plans for his own hotel brand with the opening of The Bazaar House by José Andrés in Washington, D.C., set for 2027; and other chefs around the world are adding guest rooms to their properties.
As anyone who’s visited a winery while on vacation knows, wine tourism promises a relaxing, memorable experience. It’s not just a trip highlight for the casual wine lover—it’s also a rare source of optimism amid concerns over the health of the U.S. wine market. While this decline is often attributed to changing consumer tastes among younger generations, wine tourism is proving to be a powerful solution.
The act of visiting wineries for recreation and tasting isn’t new, but the consumer experience has grown substantially more sophisticated, thanks to wineries and industry leaders developing richer and more robust offerings. Adrian Bridge, CEO of Portugal’s The Fladgate Partnership, which owns several revered Port houses as well as a handful of luxury hotels, notes that enotourism can benefit the wine market as long as the approach is updated for today’s traveler. “Visitor experiences must be done properly, in line with brand values and positioning and needs to be differentiated. Too many wine brands simply open up a tasting room and do not think about how to create demand or differentiate from their neighbors.”
And he’s put his own advice into practice—Bridge and TFP developed the ambitious WOW Cultural District in Porto. This
district creates a multifaceted experience for travelers that also boosts the local economy while driving sales of Port. According to Bridge, Portugal has seen U.S. visitor numbers soar—from 30,000 a decade ago to two million in 2023—a trend that wine tourism initiatives like WOW contributed to and aim to sustain and build upon. “These are people exposed to the country, culture, food and wine. With strong wine tourism, we can showcase our brands and then increase sales in the U.S. market from people who have already tasted them and understood them—that is what WOW and our visitors’ centers can achieve.”
Wine tourism builds more than sales—it forges emotional bonds between brands and consumers. According to Sally Burton, Vice President of Marketing for Jackson Family Wines, enotourism is essential for creating lasting memories and connections with a brand. “Usually, when someone is visiting a winery, they are on vacation or taking a break from their usual routine, so they are relaxed and open to new experiences. A unique wine experience/ tasting in a beautiful environment builds a lasting memory, a connection to the person who hosted the visitors and a stronger likelihood of brand recall and repeat purchase.”
Jackson Family Wines has a keen understanding of what travelers are seeking. With a portfolio of U.S. and international wineries, the brand leverages bespoke visitor experiences to inspire brand loyalty. “At many of our wineries, [visitors] are looking for ‘unpublished’ or exclusive experiences, such as library wine tastings or tastings of wines only available at the tasting room.” Beyond offering the exclusivity travelers crave, these experiences drive sales and loyalty through special offers and wine club sign-ups.
Pairing food and wine creates experiences that resonate deeply with travelers. At Napa Valley’s Sequoia Grove Winery in Rutherford, California, this combination is leveraged to share the brand’s philosophy on Cabernet Sauvignon pairings. The
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Nadia Al-Amir
Amanda Hathaway
PR’s role in turning trends into opportunities
How PR pros can help clients leverage trends to drive brand momentum.
Each year, editorial powerhouses like Condé Nast Traveler, Travel + Leisure, AFAR and Time unveil their much-anticipated annual accolades such as voter-led “Reader’s Choice” awards, expert-recommended “World’s Best” lists and endless lists of trends in the industry. Following each respective list release, industry insiders respond: from sales teams leveraging accrued awards and quotes for business development to PR teams amplifying the news for optimized coverage opportunities.
As such, it’s no secret that prominent recognition from some of the industry’s most esteemed publications makes waves for our clients and can often become essential in crafting our strategies and reaching our goals.
But this raises an interesting question: Who’s really driving trends here? Are our hospitality clients shaping what’s next in travel or are they simply responding to the narratives already being written? How can clients best amplify such recognition? It’s possibly a mixture of hospitality brands striving to innovate on-property, travel PR professionals spotlighting client innovations for annual award consideration and the astute eyes of media crystallizing offerings from around the globe into emerging and digestible trends. No question that hospitality brands are often the inspiration for these trends as they quietly strive to innovate on-property before an editor ever pens the words “noctourism” or “wellness 3.0.” What matters also is how we, as PR professionals, bridge that gap and help our clients leverage these moments when a trend, award, or prestigious placement shines a spotlight in their direction.
Take the recent Condé Nast Traveler story on “The Biggest Travel Trends to Expect in 2025,” for example. It highlights everything from “detour destinations”—less crowded, more soulful places—to “nightbased tourism,” or what they cheekily call “noctourism.” If your hotel already offers sunset yoga, stargazing packages or latenight cultural tours, you’re already ahead of the curve, and a great PR professional can highlight your hotel, cruise line or destination for inclusion in the article. These trend pieces offer an inspirational roadmap: they highlight where travelers’ imaginations are headed. And it’s our job in PR to educate and expose our clients to new opportunities and help them be the embodiment of
future travelers’ desires.
By Jennifer Hawkins
The power of these lists lies in momentum. A placement, whether on a global trend list or a regional award roundup, should never be the end of the conversation. It could be the beginning of a new or refreshed campaign that doesn’t necessarily require a giant budget. Sometimes, it’s as simple as crafting a smart email blast to past guests, travel advisors and travel editors to highlight their recent accolade. In turn, this helps to boost brand equity, loyalty and awareness.
Another powerful move? Turn that recognition into storytelling. Advise clients to use their owned channels to bring these accolades to life on their owned channels where they can go deeper with captivating photography, videos and a beautiful story of a GM, spa director, owner or chef. These thoughtful tactics can go a long way to add personality, passion and the vision behind the brand—and the accolade. Just another way for your client to intensify their relationship with loyalists.
The same goes for your clients’ trade audiences. Travel advisors, meeting planners and event professionals are all looking for “what’s next,” but they’re often inundated with options, so making sure your clients repurpose their top coverage to their key stakeholders will give them an edge in their sales and marketing efforts. A proactive PR executive will advise clients on how to elegantly conduct such thoughtful outreach so that it lands with impact and doesn’t fall flat.
Even better is when we advise our clients to feature their spotlight moment and turn it into more recognition by pitching it to regional print and broadcast outlets with a “why we made the trends list” story, or collaborating with influencers to create content around that trend, or even hosting a mini local press event or press trip that brings the theme to life.
If clients aren’t enthusiastic to go after these types of inclusions, take the time to talk with your client about the possibilities that come with them. Being featured on a “Upcoming Trends” list or winning a “Best New Hotels” award isn’t just about the media value. It’s about strategic positioning. It’s about validation from an unbiased source publication. It shows consumers and trade that they can trust your property to be innovative and there is authentication
in being part of those bigger conversations with other like-minded brands. And when clients understand this, they become more willing to invest in the follow-through: a new campaign, a refreshed pitch, a new creative package, a press visit or an opportunistic social media content push.
The lists will keep coming. The trends will keep evolving. The smart move is to see them not as finish lines but as invitations to create richer stories, deeper connections and campaigns that don’t just ride the wave but steer it.
Jennifer Hawkins is Managing Partner, NY Travel, at FINN Partners.
POWER OF THE PALATE
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winery’s “A Taste For Cabernet” experience challenges traditional tropes around the wine’s lack of versatility. As the winery puts it, “You don’t have to throw a steak at every Cab.” According to Rick Bonitati, president of Sequoia Grove, visitors who partake in the experience seek to recreate it at home for friends and family. By sharing what they’ve discovered, visitors not only relive their time at the winery but also deepen their bond with the brand.
Culinary experiences and enotourism are powerful draws, pulling people from all age ranges and demographics. Even as the U.S. wine market struggles to connect with younger consumers, Millennials and Gen Zers are actively seeking out wine vacations, according to the recent 2024 WineGlass Marketing Wine Consumer Usage and Attitudes Survey. Unlike older generations, younger consumers aren’t seeking education—they want to be entertained. Wineries and wine regions that create oneof-a-kind opportunities to enjoy the world of wine will spark passion and loyalty in their younger consumers.
Travel is a cultural bridge of understanding. And food, wine and hospitality bring curious travelers to celebrate and discover a destination’s identity through shared meals and raised glasses.
Nadia Al-Amir is Managing Director of PR, North America at Wagstaff. Amanda Hathaway, VP of PR, Wine & Spirits, at Wagstaff.
Jennifer Hawkins
Bold partnerships for bold results
Creative collaborations between brands are a perfect strategy for delivering greater value and impact across audiences.
Today’s traveler is difficult to engage and even harder to captivate. As travel and tourism brands look to reach new markets and audiences in ways consistent with their values, brand partnerships have emerged as a vital strategy. Because 70 percent of consumers are fans of brand collaborations, some companies are able to drive up to 28 percent of their revenue as a result of these partnerships, according to a study by ADM Group. Clearly when brand values align and storytelling rings true, the results are powerful. These partnerships command attention and arrest consumer interest more effectively than either brand could on its own.
When brand partnerships are selected and executed thoughtfully, these creative collaborations unlock mutually beneficial opportunities, boost credibility, create unforgettable consumer experiences and enhance brand relevance—all while generating top-tier media coverage and social conversation. Let’s explore several brand partnerships that delivered value and created impact for both clients and consumers.
CheapCaribbean Vacations x Broadway Plus: That’s so fetch CheapCaribbean Vacations isn’t like other online booking engines. Leaning into the hype around National Mean Girls Day on Oct. 3, MMGY took full advantage of the brand’s Millennial and Gen Z following’s love of fun and pop-culture trends. A partnership with Broadway Plus to throw “The Fetchest Party of the Year” at Grand Oasis Cancun capitalized on this hot moment in pop culture—elevating the brand’s reputation and its place in consumers’ consciousness.
tions including Us Weekly, People Magazine, OK! Magazine and Page Six—generating more than 730 million earned impressions. The press trip alone delivered more than 92 million impressions. Social media buzz added nearly 300,000 impressions from 88 user-generated posts, painting a picture of a pink-drenched paradise.
This partnership did more than raise awareness. It repositioned CheapCaribbean as an experience-first, culturally attuned brand for younger, trend-savvy travelers.
British Virgin Islands x Kenny Flowers: A reason to celebrate
The British Virgin Islands is where you go when you want to celebrate. And what better way to entice travelers to let loose on the islands than through a milestone partnership? To commemorate the 10th anniversary of clothing brand Kenny Flowers, the British Virgin Islands Tourist Board collaborated with the stylish resort-wear brand to blend fashion, travel and lifestyle into one unforgettable campaign.
A promotional two-day vacation package gave devotees of the film and musical an immersive experience designed to blend beachside luxury with Broadway flair. Featuring cabaret-style performances of select songs from the Tony-nominated musical “Mean Girls,” the package also included an all-day Pink Out Pool Party with a cast meet and greet. The campaign targeted entertainment and lifestyle media, pairing strategic PR with influencer partnerships and media hosting to maximize earned coverage.
The totally fetch CheapCaribbean Vacations event made a splash in top publica-
Centered on the launch of the “BVIs Collection”—a vibrant line inspired by the islands’ natural beauty and laid-back luxury—the campaign included a destination photoshoot, immersive in-destination experiences and a high-profile anniversary celebration. Influencers, fans of the brand and media joined Kenny Flowers’ inner circle in the BVI to island-hop, sip “painkiller” cocktails at the iconic Soggy Dollar Bar and capture the magic of celebrating life in one
By Maggie LaCasse
of the world’s most idyllic settings.
The collaboration also included a coveted trip giveaway: a five-night stay at Scrub Island Resort, round-trip airfare for two, resort credit and Kenny Flowers spending money. The contest drew over 38,000 entries, driving substantial awareness and significantly growing BVI’s consumer database through opt-in email collection.
Maggie LaCasse
The results were striking. More than 350 pieces of content—including 52 in-feed posts and nearly 300 Instagram Stories—generated more than 10 million potential impressions. Blog posts and newsletters added further reach, helping travelers dream of their own BVI adventures. The partnership delivered an estimated ad value of nearly $300,000, amplifying the BVI’s positioning as the destination of choice for celebrating in style.
This creative collaboration wasn’t just about colorful prints and sun-soaked shores. It reinforced the BVI’s appeal as the go-to destination for life’s most joyful milestones while successfully blending influencer marketing, earned media and experiential storytelling to capture the imaginations of a new wave of travelers.
Visit Costa Rica x Cirque du Soleil: Pura Vida takes center stage
Visit Costa Rica’s brand embodies sustainability, wellness and connection. Finding a kindred spirit in Cirque du Soleil, the destination partnered with the troupe on “ECHO,” its latest Big Top production, to boost visibility in the U.S. and Canada. This imaginative collaboration brought Costa Rica’s “pura vida” philosophy to life, creating brand affinity through a shared celebration of biodiversity, sustainability and global kinship.
The “ECHO” storyline, inspired by the interdependence of people, animals and the planet, mirrored Costa Rica’s own mission to preserve its natural beauty. The partnership immersed families and affluent audiences in Costa Rica’s values through unexpected avenues of art, theater and live experience.
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CheapCaribbean Vacations gave “Mean Girls” the beachside encore it deserved—live from Cancun.
Photo Credit: CheapCaribbean
BOLD PARTNERSHIPS, BOLD RESULTS
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In Atlanta and Miami, Visit Costa Rica’s brand was present at 167 performances, engaging over 315,000 attendees through interactive on-site activations. Visitors explored a rainforest-inspired installation, offering a chance to win a Costa Rica getaway via QR code—a contest that drew more than 8,700 entries.
The integrated campaign paired out-ofhome placements with strategic PR, media hosting and influencer partnerships. Original content, including a Cirque RAW episode filmed in Costa Rica’s breathtaking landscapes, garnered 4.3 million video views—surpassing goals and bringing the destination’s sustainability story to a global audience.
The effort generated significant earned media buzz, with over 495 national articles and more than 560 million media impressions. Paid media, including two-minute integrations on NBC 6 and Telemundo 51, added 170,000 impressions. Social media engagement soared, with Visit Costa Rica recording more than 200 percent growth in unique engagements and a total reach of 7.8 million across key platforms.
This partnership reinforced the destination as a leader in sustainable travel, elevated its presence in critical U.S. and Canadian
markets and deepened its connection with the family travel segment through an unforgettable blend of art and advocacy.
Your five key takeaways
Brands can thrive with the right partner in the right market. To make your collaborations count, build your campaigns on these five core principles:
Seek authentic audience alignment. Partner with brands that share values and can help boost credibility. This creates natural, resonant entry points into new customer segments and results in messaging that feels more like a conversation and less like a pitch.
Turn the buzz into a roar. Align with trends, news cycles or marquee events to launch your brand partnership and to turn a spark into sustained visibility. These timely partnerships are more likely to earn media coverage—which often carries more weight with consumers than paid ads.
Let brands be themselves. Ensure your brand and their partners maintain brand authenticity, allowing collaborations to feel organic, not choreographed.
Make it tangible. To bring the partnership to life, consider hosting in-person activations that foster emotional resonance that digital messaging rarely replicates. These moments are shareable and personal and deepen consumer trust.
Create brand ambassadors. Consumers
trust recommendations from sources they deem credible. Communicating your story and the alignment of both brands to the right influencers and journalists is crucial. Ensure that each brands’ ethos is reflected in their content to create real credibility with audiences and inspire advocacy for your brand.
What it all means: relevance, resonance, results
Brand partnerships aren’t just co-branded campaigns. They’re strategic storytelling tools and powerful expansion engines. When thoughtfully executed, they deliver wins across the board, cutting through the noise, unlocking new audiences, forging lasting consumer bonds and ultimately leading to increased engagement and revenue.
Whether through traditional PR, social media, experiential activations or a savvy combination of them all, smart alliances amplify brand impact. And whether you’re courting Gen Z with pop-culture references or engaging eco-minded travelers through purpose-driven narratives, partnerships pave the way for relevance, resonance and results.
In an overwhelmed marketplace, the question isn’t if you should partner; it’s how to make your partnerships unforgettable. Maggie LaCasse is SVP, PR and Director of Brand Partnerships at MMGY.
How PR shapes the future of luxury travel
The art of aspiration: tapping into the psychology of prestige.
In the ever-evolving world of luxury travel, the bar for excellence is continually being raised, not only in terms of service and accommodations but also in the emotional resonance and narrative allure a brand can offer. Affluent travelers today seek more than indulgence; they pursue experiences that feel meaningful, rare and tailored to their personal worldview. As someone who has spent more than two decades guiding luxury brands toward cultural relevance, I’ve come to understand that the most powerful lever in this transformation is strategic storytelling.
Traditional notions of luxury—crystal chandeliers, marble bathrooms, concierge service—no longer move the needle on their own. Today’s high-net-worth individuals are guided less by status symbols and more by cultural capital. They want to feel like insiders, like they’ve discovered something before the rest of the world. They want their vacations to affirm not just their wealth but their taste.
That’s why the emotional layer of PR is so critical. When our agency worked with a private villa estate in The Islands of Tahiti, we consciously avoided centering on the typical checklist of features: a private spa, infinity pools and butlers. Instead, we emphasized its deeper identity: a retreat grounded in cultural and ecological stewardship. We highlighted its collaborations with local artisans, wildlife rehabilitation initiatives and commitment to preserving Polynesian heritage.
This repositioning reframed the property not just as a destination but as a meaningful choice. When Robb Report picked up the story, it wasn’t just about travel; it was about alignment with values, and that’s the kind of editorial validation that drives true engagement.
Public relations in the luxury space isn’t about press releases and photo ops; it’s about orchestrating a perception. It’s about crafting an identity that transcends product features and speaks directly to the desires of a discerning audience. PR plays a pivotal role in defining aspiration in modern travel and brands can use this to their advantage in a competitive values-driven marketplace.
Strategy #1: Story over status
At the heart of every great PR campaign lies a singular question: what makes this brand irreplaceable?
Too often, luxury brands fall back on a lexicon of opulence that, ironically, renders them interchangeable. Today’s PR must go deeper, mining the brand’s essence—its
By Michelle Rodriguez
founding story, geographic uniqueness, cultural references—and crafting narratives that communicate not just quality but originality.
We’ve seen this in action with boutique resorts that embrace regenerative tourism or yacht experiences that double as marine biology expeditions. When strategically told, these stories captivate not because they shout “luxury” but because they whisper, “You’ve never seen this before.”
PR in this context becomes an editorial exercise, less about promotion and more about storytelling. It’s about shaping an arc that media and consumers alike can invest in.
Strategy #2: Exclusivity through access
The essence of luxury has always been about access, access to what’s rare, hidden, or otherwise unattainable. But in 2025, the gold standard isn’t just gated villas or private jets. It’s personalized cultural experiences that feel almost secret.
We often refer to this as “whispered luxury.” For a destination client with a series of high-end hotels launching in their destination, we skipped traditional media blasts and instead curated a high-tea event in Beverly Hills. The guest list? A handful of influential editors, tastemakers and industry insiders. No fanfare. No mass outreach. Just a quiet, beautiful experience that created organic buzz and reshaped perceptions of the destination.
This kind of PR isn’t scalable in the traditional sense, but that’s exactly the point— the more intimate the access, the more powerful the after-effect.
Strategy #3: Sustainability as a status symbol
Perhaps one of the most profound shifts in luxury travel is how sustainability has moved from the margins to the core of the prestige equation.
Eco-consciousness, once considered a bonus, is now expected, especially among next-generation affluent travelers. But here’s the nuance: they don’t just want to know a brand does good; they want to feel it in the narrative. They want luxury that’s informed, evolved and part of a bigger purpose.
We’ve worked with airline clients championing zero-carbon tech and resorts that have embedded community partnerships into their core operations. These aren’t mere CSR footnotes; they’ve become headline stories in outlets like Forbes and the New York Times. Because when sustainability is central, not decorative, it becomes aspirational in its own right.
A private island that funds reef protection feels luxurious, not just because it’s remote and breathtaking but because it allows the guest to participate in something larger than themselves. That sense of purpose is the new pinnacle of prestige in the luxury market.
The craft behind the curtain
What may appear effortless on the outside—the dreamy feature in a global travel magazine, the Instagram carousel shared by an influencer with taste-making power—requires meticulous work behind the scenes.
Luxury PR is not fast or formulaic. It demands precision, cultural fluency and a deep understanding of the psychology of the elite traveler. The PR professional in this space must act as a translator between brand and consumer, shaping not just what is seen but how it is felt.
Our best work doesn’t just sell rooms or itineraries. It sells identity. It sells the feeling of being part of an exclusive narrative, one that’s both deeply personal and socially admired.
Defining luxury in a shifting landscape
As the luxury travel space continues to evolve, fueled by geopolitical shifts, AI-generated itineraries and an increasingly conscious traveler, the need for adaptable, visionary PR is only growing. The next generation of luxury brands won’t win by being louder or more extravagant. They’ll win by being smarter, more authentic and more emotionally resonant.
The future belongs to those who understand that aspiration is not static. It’s a moving target shaped by culture, climate and individual values. And it’s PR that will remain the compass, guiding brands toward relevance, resonance and ultimately—reverence.
In the end, luxury is a story. And the storyteller matters. Whether you’re launching a new eco-resort in Patagonia, introducing a heritage cruise line through the Greek Isles, or reimagining an urban retreat in Kyoto, the difference between being seen and being remembered lies in how well you communicate your purpose.
Luxury isn’t just what you offer. It’s how you make people feel. And PR, done right, makes them feel like they’re part of something rare, beautiful and, most of all, their own.
Michelle Rodriguez is Founder & CEO of 360view
Michelle Rodriguez
Great travel storytelling always solves a problem
Why one core principle of PR has never mattered more.
In a moment defined by uncertainty, from shrinking newsrooms to fleeting trends (slow travel, coolcations, astrotourism ...), it may seem almost quaint to return to the basics of public relations. But in times like these, when the media landscape is chaotic and the travel industry can sometimes feel flooded with sameness, the fundamentals matter. In fact, they’re essential.
And one of the most enduring principles in travel PR is this: Don’t start with the product. Start with the problem the product solves.
It’s a deceptively simple idea. Yet, as competition intensifies and messaging becomes more reactive, this foundational truth is too often forgotten. Marketers often default to amenities, to value-adds, to packages and price incentives, but storytellers must do more. To earn the attention of editors and audiences, we must consistently go beyond what’s being offered to what’s being answered.
Making the shift from promotion to resolution is storytelling at its best and where our real value lies. Product has its place, of course, but as we move approach our longterm storytelling strategy, with feelings
Because the traveler has changed. Today’s travelers are more emotionally driven, more discerning, more saturated by content than ever before. Price and prestige may influence the booking decision, but they’re unlikely motivators at the top of the funnel and neither make a great editorial pitch. What sings in the soul is something they believe they need and are missing, a break, a spark, a do-over and reset. They’re searching for experiences that can deliver what they feel they’re missing in a way that feels personal and real.
This is where storytelling rooted in tension becomes so powerful. Good travel PR begins with identifying what’s unresolved in the traveler’s life—something they may not even be able to name yet—and demonstrating how a destination, hotel or experience provides the answer. The story we tell cannot simply be about the elements of what travelers will experience but how the experience will restore or ignite their sense of self. The best story is about becoming better by going.
That’s the hero’s journey, the emotional core that points to an observation exploding across our industry right now: travelers don’t just want to go somewhere anymore;
By Lindsay Stein
they want to feel better because they went.
As storytellers, our strategy must be to recognize this need and to anchor our approach in tension and resolution. At D/R this plays out in so many ways across the brands and destinations we represent every day.
Take Natural Habitat Adventures. Yes, their trips are extraordinary. They offer access to some of the most remote and pristine ecosystems in the world. But that’s not the whole story. What makes Nat Hab so relevant right now is that it meets a quiet, rising need among travelers: the need to reconnect with nature in a world that feels increasingly disconnected. These are not just wildlife adventures. They’re a reminder that the natural world is still out there, and that we’re still part of it.
Beaches Resorts solves a different kind of tension. For many families, especially those with young children, aging parents or neurodivergent needs, vacation planning is not joyful. It’s overwhelming. Beaches steps into that emotional terrain with intention and empathy, offering certified autism-friendly kids’ camps. thoughtful dining that welcomes children and design that acknowledges the complexity of family dynamics. The experience doesn’t just check boxes. It makes everyone feel considered. That’s not just convenience. That’s care.
Uniworld Boutique River Cruise Collection provides a quiet answer to a quieter need. For seasoned travelers who feel tourism has become fast, crowded and transactional, Uniworld reintroduces intimacy. It offers space to breathe. Service that remembers your name. Design that inspires pause, not just photos. The product is luxury, yes, but the problem it solves is something deeper: the traveler’s desire to slow down and feel seen.
Destinations also benefit from a PR approach focused on solving a problem.
Reno is a perfect example. It’s not trying to compete with its sister Nevada city, Las Vegas, or copy any other destination’s version of cool. It’s a place that fully embraces its own rhythm: a little quirky, deeply creative and wide open in every sense. As the jumping-off point for Burning Man, it’s long been a home for makers and those searching for something more. But Reno isn’t just a stop on the way to the desert; it’s a city where you can hike a mountain in the morning and catch one of the country’s
hottest performers at night. This is the place where neon signs and high desert sunsets coexist. Reno solves for the traveler who wants something unscripted. Something real. Reno doesn’t ask travelers to be anything but curious.
Each of these examples demonstrates how moving your storytelling approach from focusing solely on features to feelings, from product to purpose, can dramatically improve your pitch.
This shift also serves a broader purpose in the travel landscape. It helps ease the pressure of driving visitors to the same places, which for many destinations in the world is becoming a challenge. When PR stories focus only on what’s already popular, we contribute to crowding and sameness. We make the world beige. We can change the narrative and tell stories that begin with a traveler’s emotional desires top of mind, because when we do, we open up the possibility of solving their needs across new destinations and new experiences. This is not about preaching, it’s about storytelling rooted in tension and resolution that considers the challenges of the visitor first. In this way, our role as travel publicists is more important than ever, not because the media landscape is changing, but because we understand that spinning a good story is as perennial as the grass. When we go beyond what we’re offering to what we can solve, we widen the map and shift attention. We bring our client’s purpose into focus because in the end, people aren’t just trying to go—they’re trying to feel better that they went.
That’s where the best stories start.
Lindsay Stein is Director of Media Relations at The Decker/Royal Agency.
PR brief Merge acquires Blazer
MERGE, a Chicago-based marketing and technology agency, has acquired strategic consulting firm Blazer. The acquisition marks the launch of MERGE’s new cross-functional offering.
Blazer CEO Gregory Ng’s experience in transformation strategy, rooted in organizational consulting, data science, and advanced analytics, will expand MERGE’s ability to build tailored solutions. Ng, along with his team, will join MERGE’s integrated offerings team under Chief Digital Officer Libby Morgan.
“Blazer brings a data-driven and business-minded consulting approach that sharpens our strategic lens to serve the health and consumer industries we know so well with increasingly holistic outcomes,” said MERGE CEO Stephanie Trunzo.
Lindsay Stein
Then and now: 30 years of evolution in travel PR
Reflecting on what matters most in an industry that’s always changing.
In 1996, when I founded CIIC PR, the travel and hospitality industry was a very different place. “Public relations” often meant faxing press releases, mailing media kits and building face-to-face relationships at trade shows, industry events or over a long lunch. Before media lists lived in the cloud and pitches were fired off in under 30 seconds via email, there was the Rolodex, the spinning wheel of fortune that every PR pro guarded like gold. If you remember flipping through dog-eared cards to find an editor’s direct line, updating contacts with a pen—and Wite-Out—and remembering the thrill of getting a return call, then thank you. Success in PR was about who you knew, your ability to tell a compelling story and your instinct for where the travel media was headed.
Today, that foundation still holds, but the industry has evolved in ways no one could have imagined. As we celebrate nearly three decades in this ever-changing space, I would like to reflect on the most transformative shifts we’ve seen in travel and hospitality PR, and the timeless principles that continue to guide our work.
A shifting media landscape
The most obvious—and arguably most dramatic—change has been the transformation of the media landscape. The media landscape in the 1990s was markedly different from today, shaped by traditional media dominance, slower information cycles and the rise of new travel media formats. In the early 2000s, digital publishing began reshaping traditional travel journalism. Print outlets closed, editorial staff shrank and content became more decentralized. Now, digital-first publications, blogs, social channels and newsletters dominate the space.
Where a placement in Condé Nast Traveler or Travel + Leisure once meant months of pitching and waiting, we’re now also negotiating real-time exposure with TikTok creators who can influence bookings with a 30-second video. The definition of “media” is broader than ever, and that requires PR pros to become even more nimble, strategic and selective in who we target and how.
The rise of influencer marketing
Ten years ago, we were just beginning to understand how bloggers and Instagrammers could drive interest in destinations, hotels and experiences. Today, influencer marketing isn’t a complement to media outreach; it’s often a core part of the strategy.
The era of “any influencer will do” is over.
By Carolyn Izzo
Sophisticated clients are looking for measurable ROI. This means partnerships that are not just pretty pictures, but ones rooted in authenticity, real engagement and strategic alignment. A micro-influencer with a dedicated audience can be far more valuable than a macro-influencer with millions of passive followers.
Over time, we’ve learned to approach creators as true brand partners rather than just promotional channels. The strongest relationships are built on collaboration and mutual value, where the storytelling feels genuine and the content delivers meaningful results.
The metrics revolution
We used to measure success in clip books and media impressions. Today, we live in a data-driven world where clients expect quantifiable results: web traffic, engagement rates, referral links, conversions and sentiment analysis. In travel and hospitality, that means driving real business impact with heads in beds and seats at tables.
While traditional awareness remains a valuable metric, it’s no longer enough. PR must now speak the language of marketing and analytics. We’ve adapted by integrating reporting tools and KPIs that bridge our storytelling expertise with clients’ bottom-line objectives.
And yet, it’s important to remember that not all ROI is immediate or linear. Travel is an aspiration business. A well-placed feature in a respected outlet can build long-term brand equity in a way no clickthrough rate can fully capture.
From media relations to brand storytelling
Another fundamental shift has been the evolution from simply securing coverage to shaping brand identity through storytelling. This is especially crucial in travel and hospitality, where emotion, experience and perception drive consumer choice.
PR professionals must now think like content strategists, brand builders and digital marketers. We’re not just telling a story to one outlet; we’re helping brands tell their story across every touchpoint: earned, owned and shared.
What makes a destination desirable? What differentiates a boutique hotel from the next? What experience will travelers write home about (or better yet, post about)? We’ve moved from promoting amenities to promoting purpose, from showcasing luxury to showcasing values. DEI, sustainability and local culture are no longer trends; they are expectations.
Crisis became a constant
The COVID-19 pandemic was a defining moment for our industry and a reminder that PR isn’t just about promoting travel but protecting it.
In the past, crisis communications was a reactive skill. Now, it’s a daily discipline. From safety protocols to political unrest, natural disasters to social media backlash, travel brands need ongoing counsel to navigate uncertainty and respond with transparency, empathy and agility.
Now more than ever, it’s essential to strengthen your crisis communications capabilities. Helping clients prepare for the unexpected and preserve trust during challenging moments is one of the most critical roles we play as PR professionals today. What hasn’t changed and never should
Despite all the transformations, some fundamentals remain just as vital as they were 30 years ago.
Relationships still matter most. Whether with journalists, influencers or clients, trust is everything. A well-timed pitch or placement still often comes down to a strong relationship and mutual respect.
Creativity is a differentiator. In a crowded marketplace, bold and creative storytelling is what captures attention. That hasn’t changed. Great PR still requires great ideas. Client service is paramount. Travel and hospitality are service-driven industries. So is PR. Responsiveness, professionalism and dedication will never go out of style.
Passion fuels performance. The best travel PR professionals are travelers themselves. We know what moves people because it moves us too. That passion is what keeps this industry dynamic and incredibly rewarding.
Looking to the future, I believe the travel and hospitality PR landscape will continue to evolve. In this new information era, shaped by advancements like AI, PR professionals must stay adaptable and committed to continuous learning. The quest for knowledge has never been more important. Yet, at its core, our work remains unchanged: crafting meaningful stories that connect people with places, cultures and experiences.
I’m deeply proud to have been part of this journey, alongside a multitude of talented PR professionals who have inspired, challenged and shaped me. Looking ahead, I’m
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Carolyn Izzo
Communicating travel’s value in uncertain times
In times of uncertainty, hospitality and tourism communicators often find themselves in the position of combatting negative emotions of potential travelers with positive ones.
Air traffic control in crisis. Cities under civil unrest. The monumental cost of … well, everything.
Whether you’re deciding where to go on summer vacation or where to book your company’s next event, navigating travel plans can seem like an overwhelming task after reading the latest news headlines. Is it really worth the expense, hassle and even potential safety risks to take that trip overseas or to attend that conference across the country?
For anyone working in the travel and tourism industry, we know the answer is a resounding “yes.” Taking that trip will be worth the investment, because it will pay dividends in experiences and create opportunities for business and economic development. But as communicators, how do we fight against current conditions where fear and uncertainty may cause more potential travelers to stay home? Quite simply, we fight negative emotions with positive ones. Travel has the power to inspire, to connect and to shift mindsets. Moreover, it holds value as an economic driver for communities. Losing tourism revenue doesn’t just impact airlines and hotels—it also impacts the local shops, restaurants and government coffers that rely on revenue from visitor spending to be able to provide for their residents.
That’s why communicating the emotional impact of travel has become more important than ever. Developing a communications strategy that touches hearts, as well as minds, is crucial for every travel brand and destination’s success.
Securing earned media coverage for travel and tourism topics today is challenging as well. Many lifestyle publications are gutting both staffers and freelancers in favor of AI-generated content. In fact, travel features were among some of the first stories to be published without an actual writer involved. Remember in 2023 when Buzzfeed rolled out travel guides written by “Buzzy,” the cute name it came up with as a standin for “this was compiled by AI?” The results were widely mocked for being generic, cookie-cutter content that could have been applied to any destination—just by swapping out the proper names—with a few factual errors thrown in to boot. As travel and hospitality communicators, we have to ask ourselves: “Is this content actually going to break down barriers for travelers and
By Candice Eley
inspire action?” Engaging the writers, editors and producers who can tell a story and motivate people to travel is still a necessity, especially in an environment where there are fewer and fewer of them.
Finding the right stories to connect with and attract potential travelers also needs to be delivered on the right channel. From content strategy to amplification planning, the algorithms of both social media environments and the real world around us all seem to be saying the same thing: it’s just easier these days to stay home! Without the right voice and the right message, the combination of anxiety and fear may lead potential travelers to give into what’s easiest (and the least expensive).
What the right voice and right message is, of course, will vary from destination to destination and business to business. The U.S. Travel Association saw a 14 percent drop in international visitors in March 2025 as compared to 2024. If you’re a destination or business that usually sees a lot of international visitors, it can be easy to see this statistic and panic. But what if we use this data point to help us pivot rather than panic? Maybe the time is right to lean into drive markets, the ones right in our own backyard, versus investing in long-haul visitors like those from overseas.
Maybe it’s time to revisit some message mapping to see if your proof points are still the strongest ones to create the emotional impact with the audience you’re trying to reach. A 2025 Travel Trends report from The Points Guy noted that Gen Z and Millennial travelers are particularly keen to spend less on things like flights and spend more on experiences when they travel. The latest ad campaign from Airbnb similarly touts the appeal of experiences over destinations.
Earlier this year, a report from Vrbo, Hotels.com and Expedia declared “JOMO” (Joy of Missing Out) as one of the top travel trends for 2025. But “missing out” doesn’t have to mean not traveling. As the HuffPost put it, JOMO is about “redefining what brings you happiness and appreciating what’s actually important.” Maybe it’s time to create messaging about how your destination, hotel or restaurant offers an intimate experience that takes visitors away from the distractions of everyday life.
You can see this idea come to life in the recent campaign “Get a Sense of New
Brunswick,” created by NATIONAL Public Relations, Time & Space and Explore NB. (AVENIR GLOBAL is the parent company of Padilla, NATIONAL and Time & Space.) It features the sights, sounds and scents of New Brunswick and the natural beauty of Canada’s East Coast. Inspired by a walk on the ocean floor of the Bay of Fundy at low tide, the campaign targeted Ontarians and Quebecers specifically, by offering them an experience closer to home, yet still feels far away from the hustle and bustle of their daily lives.
This campaign captures the two main elements for success when communicating the value of travel: an emotion-driven message paired with good data. Knowing who our target audiences are and how and where they spend their time is critical to finding the right channels through which to reach them. And this is where any brand’s communications strategy needs to be in lock step with the paid media team to make sure that the PESO model is functioning at its best to be able to extend quality messaging to the audiences most ready to receive it. After all, what good is that incredible feature story or social media post if the right folks aren’t seeing it?
So yes, times may be uncertain and changing daily. That simply means we have to communicate the value of travel and tourism with unprecedented enthusiasm, honesty and authenticity, reminding potential travelers of how a new experience can create moments of connection and inspiration, as well as memories that last a lifetime. Whether it’s across the globe or simply across a county line, now more than ever, it’s that real-world connection that makes all the difference.
Candice Eley is a Senior Director at Padilla with extensive experience in travel and tourism marketing and media relations.
30 YEARS OF TRAVEL PR EVOLUTION
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even more energized by what’s to come. To everyone navigating this dynamic and demanding field: keep learning, stay curious and never underestimate the impact of a great story, thoughtfully and passionately told.
Carolyn Izzo is the Founder & CEO of CIIC PR.
Candice Eley
Leveraging PR to connect with first-time travelers
A surprising number of Americans have never boarded an airplane or left their home state. Here’s how we can use educational storytelling to spark curiosity and inspire those who have yet to become travelers.
By Kayla Atwater
Every year, millions of Americans leave vacation days unused. In fact, Sorbet’s 2024 PTO Report found that 62 percent of Americans didn’t use all of their PTO last year and on average, left a third of their time unused, equating to about five days. While various factors contribute to this, such as inflation and workplace pressure, there’s still often an underlying desire to travel.
For those of us working in travel and tourism, it’s hard to imagine sitting still for too long. We navigate airports with ease, know our favorite hotel brands by heart and have a suitcase ready to go at a moment’s notice. But not only are many Americans not fully maximizing their PTO, some also fall into the surprisingly large group of people who’ve never been on a plane, left their home state or ventured beyond the U.S.
We believe that one of the most important roles a top travel PR agency can play isn’t just inspiring seasoned travelers to add another stamp to their passport. It’s tapping into the underlying sense of wanderlust that exists among first-time or infrequent travelers—those who may finally be considering their first cruise or dreaming about their first international jaunt—and using storytelling to compel them into action. Understanding the audience
To effectively reach today’s travelers—or those who have yet to become travelers—we must first understand what may be holding them back. According to Expedia’s 24th Annual Vacation Deprivation Report, Americans are more vacation deprived than they’ve been in over a decade, despite having the PTO available to travel. The top reason cited was because “life is too busy to go on vacation.”
Affordability is increasingly a concern in today’s environment, as well. Bankrate’s 2025 Summer Travel Survey found that 65 percent of adults skipping summer getaways cited cost as the main reason keeping them home. Furthermore, 68 percent of these non-travelers said the high cost of everyday living made travel impossible, while 64 percent pointed specifically to high travel expenses as a deterrent.
Bridging the gap through education
It’s not enough to talk the talk. We have to walk the walk by ensuring our clients’ messaging isn’t just inspirational but is both practical and actionable. If someone doesn’t know how to plan a vacation, how to afford one, or even where to start, no amount of wanderlust-driven language will drive them to book.
Educational storytelling builds trust, which is critical when people are being more cautious with their time, money and energy. Whether we’re working with media on beginner-friendly travel guides like “The Best Destinations for Your First Solo Trip” or leading influencer campaigns that offer advice like “How to Plan the Perfect, Budget-Friendly Weekend Getaway,” we’re moving potential travelers forward with every talking point, every press placement and every social media post.
Utilizing PR to make dreams a reality
There are a few ways to take an educational approach with PR, compelling novice travelers to take the leap:
Simplify vacation planning with clear key messaging. Planning a vacation shouldn’t feel like another stressful task on someone’s to-do list. By highlighting helpful tools and innovations through earned media—such as our client HomeToGo’s AI-powered solutions for searching and booking vacation rentals, or Rental Es-
with our clients to develop appropriate angles around staycations, drive-market destinations and affordable local getaways. We also frequently pitch timely deals, including most recently, special offers for educators in honor of Teacher Appreciation Week at our various hotel and resort clients, which led to coverage in media outlets like USA Today and NBC news stations across the country.
Showcase the benefits of taking time off through thought leadership. We know first-hand that vacations can have a definite impact on mental health, creativity and workplace productivity. By leveraging thought leadership opportunities—such as bylined articles, conference speaking opportunities and business media interviews—we can highlight the expert advice of our clients surrounding the personal and professional benefits of time away, ultimately inspiring reluctant travelers to prioritize their PTO.
Speak to the full spectrum of today’s travelers. With thoughtful media outreach, we aim to showcase what travel can look like for a wide range of people—including those who’re traveling for the first time, or those who’ve felt left out of traditional travel narratives. For example, we recently secured inclusion for our client Riviera Travel in a Travel + Leisure story titled “5 Reasons Cruises Are the Ultimate Accessible Vacation,” highlighting how cruises can be a welcoming and accommodating option for travelers with disabilities.
With all of this in mind, how do we navigate the fact that many Americans want and need R&R, but feel a vacation may not be achievable or accessible for them? That’s where PR becomes about so more than promotion.
capes’ concierge service for curating custom itineraries—we spotlight practical resources that can simplify vacation planning and even make it feel exciting!
Address financial concerns with special offers. Recognizing that budget can be a major obstacle for many travelers, we work
Making travel feel possible. Ultimately, our goal at Hemsworth is to help our clients reach new travelers— who can become loyal brand ambassadors—by showcasing why their offerings are worth prioritizing. By focusing on strategic PR programs that center on education, we’re able to help our clients stand out in a very crowded, competitive landscape. At the heart of it all, there’s nothing that excites us more than knowing that our work can encourage people to turn that unused PTO into memorable vacation moments.
Kayla Atwater is as Associate Vice President of Hemsworth: Travel & Tourism.
Kayla Atwater
Photo Credit: Riviera Travel
Three advantages to running a PR firm in 2025
Despite claims to the contrary, several current market realities are actually good for the PR industry.
PR agencies face a serious challenge in keeping up with our constant digital evolution as well as the emergence of the influence game. Few firms have the luxury of primarily or exclusively offering earned media services; many have added entire departments dedicated to digital marketing, website and brand design or services tailored to owned media like podcasts, LinkedIn content and Substack columns.
Running an old-school operation focused on old-school earned media services might feel quaint these days. But those of us still on the traditional side of the PR game don’t need to worry: There are three market realities that keep earned media at the heart of what PR is all about.
For traditional media, PR pros are more valuable than ever
I know, I know: traditional media is “dead.” (Not really.) But the Wall Street Journal’s or CNBC’s credibility hasn’t disappeared. Neither has the influence of the top daily newspaper in major metro areas. The business model and personnel at these outlets have changed, with fewer gatekeepers covering fewer topics per day and week. What that means for PR pros is that pitching is a more specialized skill—one that increases the demand for those pros who can navigate these narrow straits.
“Getting positive coverage has never been harder, which only further enhances the ROI of PR,” said Andrew Healy, a Partner at Water & Wall. “Brands are investing in PR like never before, because they see the reputational value it can offer.”
That reputational value matters. When we get past the hot takes about the death of legacy media, those who react to top news still get their information from somewhere. That’s true even inside the public relations industry, where many of those who praised how LLMs are creating more value for public relations got it from Semafor—you guessed it, one of those traditional media outlets people say is pushing up daisies.
“Recent reports that AI will rely heavily on trusted, third-party media coverage shouldn’t be very surprising,” said Healy, who pointed me to the Semafor article. “AI bots aren’t scrolling digital locations with little trust and value. They want sources with credibility and influence.”
More outlets = more opportunities
On the flip side of this market dynamic is the diversity of smaller, niche outlets. When
By Dustin Siggins
I ran communications for a trade association, it wasn’t in the New York Times, Chicago Tribune or Boston Globe where I remember making the biggest difference for the organization and the industry. It was with the reptile and fish people—not mutants, but the super-niche bloggers and writers, who, as one prominent such person told me, “thought that you guys forgot about us.”
By engaging with these niche outlets and influencers, we were able to make a big difference with the folks most trusted in the niche and in the states where key legislation was being considered.
“Micro-influencers have been a growing part of the media and impact landscape ever since blogs and social media were created,” said Tracy Samantha Schmidt, Founder of The PR Accelerator and a former Time reporter. “Brands that are looking for real impact know that flash and vanity don’t matter—like a national media hit that’s irrelevant to your audiences. Effective communications reaches people with messages that matter to them and motivate action, whether that’s a purchase, a donation or a vote.”
Sure, most brands want CNBC or Tech Crunch—even if they have no shot. But smart PR folks will help management recognize that there’s a ton of opportunity at smaller outlets, including blogs, that can help put a new brand—or an established brand entering new markets—on the map.
This is how earned media specialty firms like mine effectively—and accurately— brand ourselves as able to serve clients in any industry. It’s a seller’s market if you know where to look.
More niching = more value for narrowly focused brands
The downside of being an industry-neutral company is that you never learn one industry so well that you know which gatekeepers to pitch with each client’s unique story.
For example, in 2022, my firm was hired to support Michael Kingsley, a then-SVP with Forefront Communications. We didn’t know anything about Generative AI or insurance technology, never mind the key outlets and their gatekeepers.
But we were ready—and agile enough— to learn. Kingsley got us up to speed on everything from strategic objectives to narratives, which set the foundation for us to secure coverage at key outlets in both industries—and, for the AI client, two inter-
views with the Wall Street Journal. Niches aren’t limited to industry. New York is for finance, Washington, D.C. for politics and government contracting and Los Angeles for Hollywood.
But each of these cities and every small town across the country has local and regional media that’s desperate for good stories. Being able to niche down in a handful of regions can drive value quickly for brands that are new—or that are trying to enter a new area.
In short, niche firms may bring three advantages to the table:
• You know the specifics of the industry, so you can do more than just speak comms jargon.
• You know the outlets and the gatekeepers. Relationships matter, as does knowing how to customize coverage, a pitch, etc.
• Clients and management can become trusted go-to voices more quickly.
PR in 2025
Running a PR firm doesn’t mean being stupid or prideful. Building a robust Google Roadmap is most impactful when paired with strong marketing and business development squads. That’s one of the things we tell prospects early: Public relations is most impactful as part of a surround-sound marketing and branding campaign.
“One of the biggest branding misses is leveraging media coverage into marketing collateral on LinkedIn and elsewhere,” said Medbury CEO Meredith Farley. “One properly repurposed Forbes article is worth five similar under-utilized mentions, and one positive press mention can generate tens of thousands of positive impressions in the following quarter on LinkedIn.”
Farley also said that the press and influencers should be targeted with the same approaches companies use to reach prospective buyers. “Hard-won pitch lists and nurtured relationships are a high-value audience worthy of inclusion in go-to-market campaigns and martech integrations.”
That’s where it makes the most sense to run a purely PR firm. Bringing other services in-house at scale can be a horrendously challenging endeavor. It’s often better to focus on what you do best—and find partners who can do the rest.
Dustin Siggins is a former Capitol Hill journalist and Founder of the public affairs and PR firm Proven Media Solutions.
Dustin Siggins
The moral of the story: why your brand needs one
In order for brands to effectively build relationships with audiences, they must share what they believe.
After years in the advertising business, I came to understand that we’re ultimately in the business of helping brands build relationships with people.
The truth is that the majority of buying decisions are made with our hearts first. We choose the brands with which we feel the greatest connection and then validate those decisions with facts and data. It’s not the other way around.
Consider the sneakers you wear, the car you drive or the bank in which you invest. Sure, they have features and capabilities you wanted. However, there are likely many brands that could deliver on those criteria.
If you’re honest with yourself, you probably chose the brand because something about it resonated with you more than other brands. The fact that they could deliver what you needed, and provided proof that they could do it well, simply validated your decision. Equally important: the moment that relationship/connection lessens, you begin considering alternatives.
Brands that recognize this not only win but also thrive and outlast others. They are the brands we love. We trust and listen to them. We read their emails and watch their ads. We forgive their faults and provide them with the benefit of the doubt, assuming they’ll learn from their mistakes and improve. We place a higher value on them, making them more profitable. We introduce our friends to them and help them grow.
The strongest relationships are built upon shared beliefs. So, to effectively build relationships, brands must share what they believe: why they do what they do. That’s the moral of the story.
Whether intentional or not, every story has a moral. Consider the fairy tales you grew up with: Pinocchio: lying makes you look bad; The Tortoise and the Hare: slow and steady wins the race; Beauty and the Beast: true beauty comes from within.
In most cases, the moral isn’t written or directly stated. Instead, it’s the underlying thread that connects everything together and makes sense of everything that happens. The moral is the soul of the story.
Brands are stories, too. Every brand is a story that consumers ingest, one chapter at a time. Each brand interaction, marketing communication or news report provides another piece of the story. Consumers, consciously or unconsciously, interpret the moral of your brand story—the soul of
By Jeff Freedman
your brand—and act accordingly.
Brands that understand this take the time to discover what they truly believe and ensure that that belief is demonstrated in everything they do. Without it, the story is inconsistent and heartless, and the brand’s true soul isn’t revealed.
The moral is the belief at the heart of the brand that connects with people and earns their trust and loyalty. It has to be what you actually believe. When brands try to reverse-engineer their beliefs from what’s trending or “what’s testing well,” it shows. It’s like lying on your dating profile. Sure, you might say you love farmers’ markets, indie films and long walks on the beach because it sounds good. But eventually, the truth comes out and the relationship falls apart.
The same thing happens with brands. Skip the posturing. Lead with what’s true. Be proud of it. And trust that the people who believe what you believe will find you and stick with you.
Finding your brand’s moral isn’t easy. For nonprofits or mission-driven startups, it might be closer to the surface, but for most companies, it takes soul-searching work.
Start by asking, “Why?” You’ll need to dig deep—through honest, open conversations with leadership team, founders, longtime employees and people who embody the brand, day in and day out. Why did they join/start the company? Why do they stay? What motivates them to work every day? What keeps them up at night? Ask them why their work improves the world/ people’s lives. Look for the thread that runs through it all.
Once you land on a potential moral, run it through the following seven criteria for truth and effectiveness. This may require additional discovery and research, but when it checks every box … Congrats, you’ve found your moral.
The seven criteria for the moral of your brand story
It explains why the brand does what it does. This is the most important criteria, the foundation of your brand. Everything your brand does should be able to be validated with the response, “we do this because we believe (moral). Johnson & Johnson believes that unwavering care builds a healthier world—and their iconic credo clearly supports that belief.
Your audience believes it and can be defined by it. If it resonates with your
customers, they’ll feel they belong with you. Disney may appeal to parents of kids between the ages of five and 16. However, Disney’s audience ultimately are those who, like them, believe “it is fun to imagine.” The more they believe it, the stronger the potential bond.
It is unique to your brand. Others may share your belief, but they aren’t necessarily led by it like you are.
Many organizations may believe “life is good,” but only Life is Good has built an entire business around it.
A first grader can understand it. Stay away from jargon, acronyms, complex language and industry terms. If it’s not simple, it won’t stick.
It doesn’t beg the question “why?” A strong moral stands on its own, so no explanation is needed. For this reason, avoid words like “should,” “could” and “would.”
It causes others to assume your strengths. Great morals create positive assumptions without you needing to brag. Red Bull doesn’t constantly brag about the energy it provides; through its content and sponsored events, it demonstrates that moral—it takes energy to live life to the fullest—and its audience concludes Red Bull provides plenty of it.
You’d hang it on the wall in your HQ lobby. If you’re not proud to put it up in bold letters, it’s not your moral. You want people to walk into your office and think to themselves, “I’m in the right place.” It’s also a useful way to weed out those who don’t belong.
This work may be messy or make you feel vulnerable, but that’s what makes it matter. When you finally uncover your brand’s moral, things begin to click. The fog lifts. Decision-making gets clearer. Messaging gets sharper. Culture gets stronger. Most importantly, your brand becomes more consistent, more connected and more trusted.
Brands that reveal their soul will attract people who share it. At the end of the day, the way brands connect with people is the same way people connect with people: through shared beliefs. That’s what turns a transaction into a relationship, a customer into a community, a brand into something people love.
Jeff Freedman is a Managing Partner at Finn Partners. He is based in Boston.
Jeff Freedman
Media distrust endemic among conservatives
A new study reveals a significant asymmetry in media trust among Democrats and Republicans, with Democrats more likely to trust and consume a wider variety of news media while Republicans are more likely to distrust news organizations and restrict their media diet to a few select sources.
Americans’ trust in the media has been declining for years, but distrust in our news institutions is especially apparent among conservative audiences, according to the latest Pew Research Media Tracker survey.
The study, which asked Americans to rank 30 of the country’s major news sources, illustrates a clear asymmetry regarding how much Americans trust media organizations based on respondents’ political affiliations.
The study discovered that respondents who identify as Democrats or Democratic-leaning were more likely to trust news organizations. Republicans or those who are conservative-leaning, by contrast, were more likely to distrust them. Out of the 30 media outlets respondents were asked to rank, Democratic respondents trust many more outlets (23) than they distrust (7). Republicans, on the other hand, actively distrust far more outlets (22) than they trust (8).
As a result, Democrats are more likely
By Jon Gingerich
to consume a wider range of news content than Republicans and GOP-leaning independents, who are more likely to have a narrower media diet. While Democrats’ preferred news sources include major TV networks, cable news networks, public broadcasters and legacy newspapers, Republicans are much more likely to rely on a smaller number of sources, which typically include major TV networks, podcasts and websites.
So, what outlets do Democrats and Republicans trust? Most of the answers shouldn’t come as a surprise. Democrats most trust ABC News (61 percent), NBC News (60 percent), PBS (59 percent), CNN (58 percent), CBS News (56 percent), BBC News (52 percent), the New York Times (49 percent), NPR (47 percent), the Associated Press (47 percent) and MSNBC (45 percent).
Among Republicans, Fox News is the most trusted news source (56 percent), followed by the Joe Rogan Experience (31 per-
Trust in brands grows
People trust brands more than they trust their employers, the media or the government, according to the latest Edelman Trust Barometer.
Brands are deemed increasingly more trustworthy than other sectors of society, according to the newly released 2025 Edelman Trust Barometer.
The Trust Barometer surveyed more than 15,000 people across 15 countries to find out how much they trust brands, and what factors contribute to that.
When the survey participants were asked if a range of sources can be relied on “to do what is right,” eight out of 10 (80 percent) gave the thumbs-up to brands. In second place was “my employer” (79 percent), followed by business (65 percent), NGOs (60 percent), media (55 percent) and government (54 percent).
The overall power of brands seems to be growing as well, with 68 percent of participants in the new survey saying they “trust brands in general,” as opposed to 56 percent in the June 2022 edition of the Trust Barometer.
For the other social institutions (business, government, media, NGOs), the overall
By Steve Barnes
trust rate has stalled, remaining at 55 percent over the last three years.
However, trust across all brands is hardly uniform. One element separating brands is related to tariffs and the ongoing trade wars.
2025 Edelman Trust Barometer: Trust in Brands
The fear of higher prices is felt by a majority of respondents in each of the 15 countries surveyed, with more than three-quarters (76 percent) globally saying that they expected their cost of living to rise. South Africans were most pessimistic (89 percent), while in Germany the number was only 64 percent. The US was also less fearful than most, with 67 percent anticipating price hikes.
Perhaps because of that, respondents generally had a more positive view of brands based closer to home. Globally, 75 percent of them said they trusted domestic brands, while only 60 percent trusted foreign brands. That gap was widest, at 30 percent
cent), ABC News (26 percent), NBC News (25 percent), the Wall Street Journal (23 percent), CBS News (23 percent), PBS (23 percent), Newsmax (21 percent), CNN (21 percent) and BBC (20 percent).
The report also found that, in some cases, Democrats and Republicans are virtual opposites of each other when it comes to their perceptions of certain news organizations. For example, 58 percent of Democrats trust CNN, while 58 percent of Republicans distrust it. Several other cases reveal rare instances of audience crossover. For instance, the percentage of Republicans who watch CNN (20 percent) is almost identical to the percentage of Democrats who watch Fox (18 percent). And in a rare instance of media cohabitation, almost the same number of Republicans read USA Today as Democrats (11 percent vs. 17 percent, respectively). And even though the Wall Street Journal is considered a conservative publication, a higher percentage of Democrats reported reading it than Republicans (16 percent vs. 12 percent, respectively).
Pew’s report surveyed approximately 9,500 U.S. adults in March. Respondents were drawn from the nonpartisan think tank’s American Trends Panel, a nationally representative list of randomly selected U.S. adults.
(70 vs. 40), in Germany and lowest, at 4 percent (85 vs. 81), in the UAE.
The Trust Barometer also found that people want brands to show a personal touch in their interactions. Among the things respondents want brands to do is “make me feel good” (68 percent), “give me optimism” (62 percent), “help me do good” (61 percent) and “provide me with community” (51 percent).
In addition, 64 percent of respondents said they “buy, choose or avoid brands” based on their beliefs, and almost three-quarters (73 percent) said a brand that “authentically reflects today’s culture” is one that they would be more likely to trust.
This being 2025, the Trust Barometer would be incomplete without a nod to AI. Not surprisingly, it’s a big deal across the board, with more than half (55 percent) saying they use generative AI-based platforms and more than nine out of 10 (91 percent) noting that they use AI in some way for shopping.
Edelman’s study of more than 1,000 consumers in each of the countries participating was conducted between April 24 and May 5.
MWW’s Murray dies at 67
Bill Murray, who had been with MikeWorldWide for 35 years (most recently as EVP/national director, public affairs), has passed away after a battle with cancer. He was 67.
In addition to managing MWW’s national public affairs department, Murray oversaw its CapitolEdge 50-State Public Affairs and Government Relations Network. He leveraged his expertise in issues management, crisis communications, coalition building, community affairs, grassroots and grasstops outreach, and media relations to support the agency’s initiatives in those areas.
He received numerous awards over the course of his career, including the Illuminator Award as a Force For Change from the Leading Women Entrepreneurs and Business Owners in 2020; the 2019 NJBiz ICON Award; 2012 Public Affairs and Government Relations Professional of the Year from PRNews; and Public Affairs Professional of the Year for 2011 by Bulldog Star Awards.
“Bill was one of the earliest members of our MWW family. He helped put us on the map, especially in New Jersey, through his unmatched expertise in public affairs, policy, and politics,” said MikeWorldWide Founder and CEO Michael Kempner. “More than anything, Bill believed in the power of relationships.”
Read calls it quits at WPP
WPP CEO Mark Read, 58, plans to step down from the helm on Dec. 31 after seven years in the post.
His departure comes as WPP suffered recent account defections from blue-chip clients (Pfizer, Paramount, Coca-Cola), and struggled to keep pace with Publicis Groupe on the technology front.
Read, who took over from Martin Sorrell, is credited with restructuring WPP into a simpler and leaner operation. Philip Jansen, former CEO of BT Group, succeeded WPP Roberto Quarta, as Chairman earlier this
year. He is reportedly has taking a hands-on management role.
Jansen is pleased that Read will continue leading WPP for the rest of the year and remain “focused on the execution of the company’s growth strategy and supporting a smooth transition to his successor.”
X tries another PR exec
Elon Musk’s X has hired Rosemarie Esposito as Media Strategy Lead based in New York.
She joins X from Jeff Bezos’s Blue Origin rocket company, where Esposito was Senior PR manager during a three-year stint.
Esposito also worked at Mediadata Solutions as Director of Corporate Communications and Growth Marketing. She was also a PR staffer at IBM, Senior Program Director for IT and Software at Hotwire PR, and Account Supervisor at both Dukas PR and 5WPR.
She takes over for Dave Heinzinger, who exited X after three months on the job.
Reddit hires Collins as first CCO
Reddit has hired Molson Coors’ Adam Collins as its first Chief Communications Officer.
Collins comes to the news aggregation platform from Molson Coors, where he served as Chief Communications and Corporate Affairs Officer. Before that, he was Communications Director for the office of Chicago Mayor Rahm Emanuel and previously held that position with the Chicago Police Department. At Reddit, Collins will lead the global comms. team, guide senior leadership and help drive company growth.
SKDK names Morey president
SKDK has elevated partner Mike Morey to the newly created President post to manage the firm’s acquisition and growth strategy along with the integration of its brands.
He has been a strategist and crisis counselor at SKDK, working with CEOs, foundation leaders, academics and public officials.
Morey joined the firm in 2012 from New York Senator Chuck Schumer’s office, where he served as Communications Director. He also did a stint as Communications Director for Christine Quinn’s campaign for NYC mayor.
Morey will ensure alignment across the SKDK, Sloane & Company and Jasper Advisor brands and the affiliated companies in the Stagwell network.
David’s Bridal names Horton CCO
David’s Bridal has appointed Lisa Horton as Chief Communications and Creative Officer. Horton was previously President at ASTRSK, leading its David’s Bridal team. Before joining ASTRSK in 2017, she worked at FINN Partners. At David’s Bridal, Horton will be charged with further evolving the company’s brand and voice to meet the expectations of Gen Z and Millennial consumers. She will be based in New York.
Bhatia takes IR post at Yeti
Arvind Bhatia, who has more than 25 years of financial communications experience, has joined Austin-based Yeti Holdings as VP-Investor Relations.
He moves to the marketer of mugs, tumblers, coolers, apparel and outdoor products from SharkNinja, where he led its IR strategy as it went public.
Bhatia held financial posts at Grocery Outlet, At Home Group and Dave & Busters and worked as Managing Director of Equity Research at Sterne Agee & Leach before joining the IR profession. Yeti earned $16.6 million on $351 million in Q1 sales.
Bill Murray
Adam Collins
Mike Morey
Lisa Horton
Mark Read
Rosemarie Esposito
Arvind Bhatia
TRAVEL & TOURISM PR
2BPR
251 South Lake Avenue, Suite 800 Pasadena, CA 91101 626/379-2381 Instagram.com/2bprinc Facebook.com/2BPRInc www.2bprinc.com
Jessica Bradford, President
Brooke Jennings Roe, Sr. Associate
With offices in New York and Los Angeles, 2BPR is a full-service boutique public relations firm specializing in luxury and lifestyle clients in the travel, wellness, beauty and fashion industries. As a unique consortium of senior-level marketing and communications experts, we combine the experience of large agency talent with the energy, personal involvement, and careful attention of a small agency. We pride ourselves on developing superior integrated marketing and communications strategies at an affordable cost while providing reliable hands-on service. Most importantly, we focus our time & resources on the creation and distribution of valuable, relevant, and consistent messaging to attract and retain a clearly defined audience for every client, ultimately driving brand loyalty, profitable customer action and industry awards.
360PR+
60 Charlton Street
New York, NY 10013
212/729-5933 www.360PR.plus
Mike Rush, Partner mrush@360pr.plus
Kristen Thompson, SVP kthompson@360pr.plus
Laura Tomasetti, CEO
ltomasetti@360pr.plus
At 360PR+, travel is a daily adventure we all look forward to.
That’s because we’ve represented some of the most innovative and beloved names in all corners of the industry, from Virgin Atlantic and Trainline, to Omni Hotels, Legoland, Trek Travel, Travelpro, VRBO and Zipcar, making their unique experiences and offerings go-tos for all types of travelers. Our work for clients in and around travel and hospitality reflects our deep understanding of today’s travelers and the cultural zeitgeist and leverages our relationships with travel experts and influencers across an array of editorial outlets and digital platforms.
In short, we help travel brands lead, not follow. That starts with breakthrough ideas and pulls through with earned media results, influencers, experiential activa-
tions and expert content. We know what resonates with today’s travelers because we’re tapped into the conversations and tastemakers who shape their choices—and we use those insights to spark wanderlust, bookings and brand love.
Recognized for our creative excellence with a long list of awards for our work for clients, 360PR+ is a certified B Corporation and certified women-owned business and PROI Worldwide partner, offering reach and expertise in 100+ cities globally.
360VIEW
530 S. Hewitt St., Unit 322 Los Angeles, CA 90013 contact@360viewpr.com www.360viewPR.com
Michelle Rodriguez, Principal & Founder
360view is a strategic public relations agency dedicated to elevating tourism and hospitality brands through a holistic, results-driven approach. We take a comprehensive view of each client’s business—delving into every touchpoint from operations to brand voice—to uncover distinct positioning and opportunities that drive both visibility and revenue.
Specializing in travel, tourism, and hospitality, our core services include media relations, influencer marketing, press trips, content creation, media and consumer events, celebrity and brand partnerships, and social media strategy. Each program is tailored to not only cre-
ate buzz but convert interest into bookings and long-term brand equity.
Our client roster features premier names such as Tahiti Tourisme, EVA Air, and Rocks Resort, along with a diverse portfolio of globally recognized tourism brands. In the past year alone, several of our hotel clients were featured in prestigious rankings by Travel + Leisure and Condé Nast Traveler, highlighting our ability to secure top-tier exposure in competitive markets. From curated press experiences to headline-generating campaigns, our work consistently delivers measurable impact.
We’re proud of our industry accolades, but prouder still of the tangible results we generate. These include a 46.1% increase in tourism tax revenue for one destination client and a 159% sales lift for a hotel brand. These outcomes speak to our deep understanding of media dynamics and consumer behavior.
Headquartered in Los Angeles, with team members embedded across key U.S. markets, 360view has become a trusted partner for brands seeking to grow share of voice, visitor volume, and bottom-line performance. We don’t just build awareness—we move the needle.
Marion Walsh-Hédouin, Global Head of PR & Communications at Minor Hotels, with Jessica Bradford, Founder & President of 2BPR, and her team at a media event in Beverly Hills, Los Angeles.
Two of 360view’s team members getting ready for a special evening with media at the James Beard House. Building relationships is at the heart of what we do.
360PR+ opened the new Virgin Atlantic Clubhouse at Los Angeles International Airport with British actor Alan Cumming—a retreat for travelers seeking a premium pre-flight experience for business, pleasure, wellness and everything in-between. The Clubhouse caters to LA culture, with thoughtful touches to help guests relax and unwind before their flights.
THE ABBI AGENCY
1385 Haskell Street Reno, NV 89509 theabbiagency.com
Abbi Whitaker, President
The Abbi Agency (TAA) is an outcome-obsessed, full-service agency that builds brands, shifts perceptions and inspires action. Working with world-class travel destinations, national health initiatives and Fortune 500 heavyweights, TAA generates movements that cannot be ignored.
The agency is proudly headquartered in Nevada with offices in Las Vegas, Reno, New Mexico and Helena, Montana, powered by a team that hails from all corners of the globe.
TAA prides itself on building better communities. Impact is at the heart of what the agency does. As a certified B Corporation, the agency has codified and quantified its culture of being a force for good in the world. Since the company’s early days, each team member has thought differently, acted differently and believed that an agency can reach higher by moving beyond the tired practices of the past.
TAA works in a variety of industry sectors, from travel and education to healthcare and beyond. Recently inducted into the PR News Agency Elite Top 120 and named Advertising Agency of the Year by the American Advertising Federation’s (AAF) Western Region Best of the West Media Awards, the agency excels in creating award-winning integrated marketing campaigns for clients, including Carnival Cruise Line, Aramark Destinations, Google, Edgewood Tahoe, Nevada Health Link, Travel Nevada, New Mexico’s Department of Tourism and many more.
THE CHAIN COLLECTIVE PR
826 Union Street, Suite 1 Brooklyn, NY 11215 201/446-8249 info@thechaincollectivepr.com thechaincollectivepr.com
Elyse Eisen, Founder/CEO
The Chain Collective PR is a boutique agency based in New York, representing travel, hospitality, real estate, and lifestyle brands that want to be seen, heard, and remembered. From award-winning resorts to bold new ventures, we help our clients tell their stories in ways that spark curiosity, build buzz, and grow loyal audiences. We blend sharp strategy with serious creativity, combining media, partnerships, and digital moments that feel as polished as they are powerful. And while we love a good headline, what we care about is impact measured in growth, visibility, and meaningful engage-
ment. At The Chain Collective, we become true extensions of the brands we represent, celebrating their wins and finding new ways to stand out in a crowded world.
CIIC PR
New York / Miami / Los Angeles 845/358-3920 x11 connect@ciicpr.com www.ciicpr.com
Carolyn Izzo, CEO & Founder
Amy Sedeño, Vice President & Partner
Jennifer Barry, Managing Director
CIIC PR is an award-winning, full-service public relations and social media firm specializing in creating dynamic campaigns for the travel & tourism, real estate, hospitality, food & beverage, and lifestyle industries. The CIIC team is made up of enthusiastic and connected PR professionals who bring 35+ years of combined experience from several of the country’s top PR firms, with locations in New York, Miami, and Los Angeles. With over 29 years in business, CIIC has been dedicated to servicing the travel & tourism, hospitality, and real estate development industries through top-tier public relations campaigns and award-winning results. CIIC has represented leading hotel and resort chains as well as independent hotels and hospitality brands in both the US and internationally, including Marriott International, Crescent Hotels & Resorts, Palladium Hotels & Resorts, Curator Hotel & Resort Collection, Select Registry, Savoy Signature Hotels in Portugal, Bless Hotel Madrid, Novotel Hotel Miami, The Nor-
man Estates at Rancho San Lucas, Aliz Hotel Times Square, Mexico Grand Hotels & Residences, Casa de la Playa, Casa Kimberly, Casa Carolina and Cala Luna Hotel & Spa in Costa Rica, just to name a few. As destination experts, CIIC’s experience includes Barbados, Nevis, Los Cabos, Baja California Sur, The Mexican Caribbean (Quintana Roo), and Surfside, FL among others.
CIIC’s work is strategic, creative, and results-driven, and has been recognized with awards from PR Daily, PR News and has received more than 20+ HSMAI industry awards. In addition, our team has been awarded “Top Women in PR” and has been named as a “TOP 100 Agency” by PR News and earned The PR Net 100 award. CIIC is proud to be Woman-Owned and is Certified as a Women’s Business Enterprise by WBENC.
Jennifer DeNick, Senior VP Lauren Mackiel, Senior VP
As travel evolves in a tech-driven and purpose-led world, Coyne PR stands as a leader in the industry. With a roster of iconic clients and award-winning work, our Travel & Tourism practice blends insight with creativity to help destinations and brands break through.
Despite economic headwinds, demand for immersive and meaningful travel remains strong. Coyne understands the landscape and builds programs that provide long-term value for clients. From earned media to influencer engagement and social storytelling, we craft integrated campaigns that resonate.
We stay ahead of emerging trends—from purpose-driven travel and live tourism to sustainability and the growing power of AI and data. Our team helps clients lead conversations, evolve messaging, and align with changing consumer values.
AI is reshaping the travel expe-
Continued on page 34
CIIC PR on the scene at The Perez Art Museum Miami (PAMM). PAMM Presents Art Basel event with Client BLESS Collection Hotels, Spain.
Members of The Abbi Agency Public Relations team celebrating clients, colleagues, and industry professionals at the PRSA Pinnacle Awards in Las Vegas, Nevada.
COYNE PR
Continued from page 33
rience, from dynamic pricing and planning to personalized service. Coyne leverages these tools to better understand audiences, exceed goals, and deliver measurable results.
From luxury cruise lines to travel tech, our portfolio spans the industry. With global reach and boutique-agency attention, we bring senior-level counsel and passion to every partnership.
At Coyne, we believe in travel’s ability to connect, uplift and transform. We’re proud to help destinations and brands stand out.
DECKER/ROYAL AGENCY, THE
New York, NY 646/650-2188 info@deckerroyal.com www.deckerroyal.com
At Decker/Royal, travel isn’t a category—it’s our calling. Since 2014, we’ve helped shape some of the industry’s most iconic brands through smart strategy, standout storytelling and a hands-on, senior-led approach. We know the business—how travel is sold, how it’s experienced and that insight makes all the difference when it comes to moving the needle.
With teams in NYC, Toronto and London, our collaborative, insatiably curious approach is data-driv-
The 2025 Global Trends Report from Hilton (a Coyne client) redefined travel storytelling—spotlighting the ‘Year of the Travel Maximizer’ with fresh data, emerging traveler profiles, and a first-ever business edition, driving over 1,600 media placements and 10.5B global impressions.
en, innovative, and award-winning. Bold ideas, backed by real expertise. That’s D/R. We grow brands in travel. Say hello.
Clients include: Beaches Resorts, Brendan Vacations, Château De La Commaraine, Club Wyndham, Contiki, Costsaver, Cruise Croatia, Fowl Cay Resort, Holland America Line, Insight Vacations, Island Routes, Lamangata Surf Resort, Le Barthélemy Hotel & Spa, Le Barth Villas, Lindblad Expeditions Holdings Inc., Luxury Gold, Margaritaville Vacation Club, Market New Haven, National Geographic-Lindblad Expeditions, Natural Habitat Adventures, Royal Champagne Hotel & Spa, Salt Cottages, Sandals Resorts, Sandy Pines Campground, The Asticou Hotel, The Claremont Hotel, The Dunes on the Waterfront, The Lincoln Hotel, The Wanderer Cottages, Tourism Fiji, Trafalgar, Travel + Leisure Co., Travel Curious, Trevello, Unforgettable Greece, Unforgettable Travel, Uniworld Boutique River Cruises, WorldMark by Wyndham and Your Jamaican Villas.
Decker/Royal helped introduce one of the year’s most compelling travel stories: a bold new way to experience Antarctica. By spotlighting National Geographic-Lindblad Expeditions’ pioneering fly-and-sail itineraries, we captured the imagination of travelers and media alike—showcasing an adventure that redefines access to the world’s most remote frontier. With strategic storytelling and wide-reaching coverage including Forbes and Afar, we brought attention to an experience that exemplifies why travel remains both a privilege and the ultimate luxury.
DEVELOPMENT COUNSELLORS INTERNATIONAL (DCI)
600 5th Avenue, 2nd Floor New York, NY 10020 212/725-0707
www.aboutdci.com
Toronto 647/276-1917
Los Angeles
818/688-3010
Karyl Leigh Barnes, President Daniella Middleton, Partner
Our passion is places. Established in 1960, Development Counsellors International (DCI), is focused on elevating the lives of people living, traveling and working in the places we serve. During the last half century, we have worked with more than 700 cities, regions, states, provinces and countries to help them attract visitors, business investment and talent. Our Tourism Practice partners with destinations, hotels and tour operators/DMCs to increase sustainable leisure, corporate and association arrivals and spending which helps create and sustain jobs for local residents. How? By winning the support of key influencers—media, digital influencers, meeting planners and the travel trade. We combine smart strategy with the right tactics to deliver powerful tourism results that advance communities and local businesses. DCI is Certified as a Women’s Business Enterprise by WBENC.
DIFFUSION PR
211 E. 43rd St., 18th Floor
New York, NY 10017
646/571-0120
hello@diffusionpr.com
www.diffusionpr.com
Diffusion Los Angeles 10250 Constellation Blvd. Los Angeles, CA 90067 213/318-4500
Ivan Ristic, President & Co-Founder Daljit Bhurji, CEO & Co-Founder
Kate Ryan, US Mng. Dir.
Ivana Farthing, UK Mng. Dir.
Diffusion is an independent, global communications agency founded in 2008, operating a network of wholly owned offices including New York, Los Angeles and London and an international partner network. The Diffusion team is built of curious explorers who are connected to culture and communities around the world. Our approach to driving excitement and interest in travel is deeply rooted in our years of experience with everything from celebrating the 150th anniversary of the famed Grand Hotel Villa Serbelloni in Lake Como to bringing reporters on a once-in-a-lifetime Alaskan adventure to capture Aurora Borealis with GoPro to introducing Hudson Valley boutique hotel Hutton Brickyard’s Wellness Program and even launching the UK’s first Canopy by Hilton hotel in the heart of London’s East End. Diffusion offers creative public relations services to travel and leisure clients spanning online bookings platforms like HolidayPirates, airports
DCI introduced the Barbados festival experience to consumers through a “Let’s Glow to Crop Over” pop-up activation in partnership with Ulta Beauty, Fenty Beauty and JetBlue in New York City.
Profiles
like London Stansted, hotels and hostels like CityHub and beyond, crafting PR programs that deliver meaning, purpose and measurable impact.
EDELMAN
250 Hudson St., 16th Floor New York, NY 10013
212/768-0550
Fax: 212/704-0117
www.edelman.com
Edelman is a global communications firm that partners with businesses and organizations to evolve, promote and protect their brands and reputations. Our 6,000 people in more than 60 offices deliver communications strategies that give our clients the confidence to lead and act with certainty, earning the trust of their stakeholders. Our honors include the Cannes Lions Grand Prix for PR; Advertising Age’s 2019 A-List; the Holmes Report’s 2018 Global Digital Agency of the Year; and, five times, Glassdoor’s Best Places to Work. Since our founding in 1952, we have remained an independent, family-run business. Edelman owns specialty companies Edelman Intelligence (research) and United Entertainment Group (entertainment, sports, lifestyle).
Evins Communications is an independent agency for lifestyle brands that seek to spark emotion, leave a lasting impression, and inspire the world.
With deep expertise in travel, hospitality, culinary, and wine and spirits, we design culturally attuned programs rooted in insight, sharpened by strategy, and powered by data and technology. Our work is informed by a deep understanding of human behavior and a restless curiosity about what’s next. We don’t follow cultural currents; we anticipate, interpret, and help to shape them.
Headquartered in Manhattan with regional teams and resources around the world, our collective of strategists, creators, and communicators is embedded in the industries we serve. We speak the language of hoteliers, sommeliers, and tastemakers because we live within their world and know how to translate it for new audiences.
We believe in creativity with purpose. Every idea is a response to real-world insights, engineered to align with business goals and built to generate measurable, memorable impact.
In today’s ever-evolving media landscape, our integrated and intentional approach unites paid, earned, shared, owned, and experiential tactics to meet audiences where they are—and move them to act. Whether mastering legacy media, leveraging emerging platforms, or tapping into the cultural zeitgeist, we bring precision and imagination to everything we do.
We’ve been entrusted by some of the world’s most iconic and influential brands, including American Express Fine Hotels & Resorts, Arlo Hotels, AVE by Korman Communities, Bronco Wine Company, Champagne Nicolas Feuillatte, Chenot Palace Weggis, Forbes Travel Guide, HOTEL THE MITSUI KYOTO, Hotels & Resorts of Halekulani, Inspirato,
Jet Linx Aviation, Las Alamandas, Maker’s Mark, Royal Hawaiian Center, Stag’s Leap Wine Cellars, The Lowell, Uniworld Boutique River Cruise Collection, Waldorf Astoria Beverly Hills, and many more. We operate as true extensions of their teams, unified in purpose and vision.
Above all, we believe in shared discovery. We lead with intelligence, collaborate with intention, and grow through experience—together.
FINN PARTNERS
1675 Broadway New York, NY 10019 212/715-1600 www.finnpartners.com
Jennifer Hawkins, Managing Partner, NY Travel Practice Leader
Debbie Flynn, Managing Partner, Global Travel Practice Leader
FINN Partners is one of the world’s fastest growing independent marketing and communications firms with an international Travel & Lifestyle practice in three main hubs—United States, UK/ Europe and Asia. With 200+ professionals, the team offers client excellence, fresh thinking, and integrated strategies with global and localized approaches to ensure client differentiation and market presence. FINN Partners’ clients tap into our expertise in travel and lifestyle and also seek our guidance in repositioning and marketing themselves across tech, health, wellness, culinary, social responsibility and other sectors to diversify offerings in a changing world environment.
Supported by trend research, insights, digital and influencer marketing, our team is unrivaled for award-winning creativity and bottom-line results. Our deep industry knowledge and skill sets put us in a unique position to develop thoughtfully conceived strategies to elevate client brands for immediate recognition and long-term success.
The agency’s global travel portfolio includes clients in lodging, destinations, airline and cruise, design, health and wellness, attractions and travel-related services. Destinations include: Bahamas, San Francisco Tourism, Hong Kong Tourism, Virginia Beach, Michigan Economic Development Corporation/Pure Michigan, Orlando, Colonial Williamsburg, Oman Tourism, Travel Alberta, Tourism Ireland, Iceland, Malta, Jersey and more. Hotels include: Accor, St.
Regis Aspen, Carillon Miami Wellness Resort, Gstaad Palace, Kempinski, Iberostar, Rixos, Baros Maldives, Oberoi, Pan Pacific Hotels, Milaidhoo and Turtle Bay in Fiji. Airlines include: Air France-KLM, Turkish Airlines, Delta, Air India and Korean Air. Cruise services include Seabourn (USA), Starboard Cruise Services (USA), Seatrade Cruise Services (USA) and Galataport Istanbul (USA). Travel Services include: Avis Budget Group, City Experiences and tootbus. Tour Operators include: Nomadic Expeditions, Intrepid Travel and Wilderness Safaris. Luxury travel brands include: Montage Hotels & Resorts, Mandarin Oriental Hotels, Pan Pacific Hotels, Oberoi Hotels & Resorts, Sina Hotels, Silversea (UK) and onefinestay. In addition to communication strategies, FINN Travel & Lifestyle offers Trade Representation for clients such as Belize, Greater Palm Springs, Nassau, Paradise Island Promotion Board, St. Helena and Destination D.C. The agency also specializes in Responsible Tourism, Cruise Marketing Services, Multi-Cultural Marketing and Economic Development.
Our commitment to our clients is to be an extension of their brands —a true partner who works hard, plays nice, respects and encourages diversity and collaborates across global offices and practices.
FRENCH/WEST/ VAUGHAN
112 East Hargett St. Raleigh, NC 27601 919/832-6300 www.fwv-us.com
Rick French, Chairman & CEO
David Gwyn, President & Principal
Natalie Best, Chief Operating Officer & Principal
Leah Knepper, SVP, Travel & Tourism Practice
French/West/Vaughan (FWV) is the Southeast’s largest public relations, public affairs, advertising and digital media agency, a distinction it has held since 2001. Headquartered in Raleigh, N.C., and founded in April 1997, FWV has received 36 Global or National Agency of the Year honors over the past 28 years, making it one of the most decorated agencies in the world. Its Travel & Tourism practice is ranked 10th in the country. For more than a quarter century, FWV’s dedicated T&T practice
Profiles
Evins Communications executed the successful relaunch campaign for Islander Resort in January 2025, following the complete transformation of the iconic Florida Keys property.
FRENCH/WEST/VAUGHAN
Continued from page 35
has worked with and helped grow a number of destinations, resorts, municipalities, attractions, museums, historic regions and event properties. We start by translating a client’s assets into meaningful and emotional storylines and follow that up with meticulously crafted, research-driven campaigns that have been successful at increasing awareness, driving visitation and creating uniquely sharable visitor experiences. We tap into our expansive network of influencers across the country to build authentic buzz and drive meaningful word-of-mouth, leveraging these creators as trusted voices on behalf of our clients.
Current travel and tourism industry clients include Caesars Virginia; City of Durham, NC; Concord Hospitality; Downtown Raleigh Alliance; Eastern Band of Cherokee Indians; NC Dept. of Transportation; Cary, NC; the Wilmington and Beaches Convention & Visitors Bureau (Wilmington, Carolina Beach, Kure Beach and Wrightsville Beach, N.C., and the Wilmington Convention Center); Visit Greenville, NC and Play Greenville, NC Sports.
Prior travel and tourism work includes campaigns for America’s Historic Triangle (Williamsburg, Va.); Andrew Jackson’s Hermitage; cooperative marketing campaigns for the tourism organizations of Aruba, Bonaire, Curacao, St. Croix (U.S.V.I. Dept. of Tourism) and St. Maarten; Branson, Mo.; Cabarrus County, N.C., home to NASCAR’s Lowe’s Motor Speedway; Divi Resorts and its nine Caribbean properties; Dorothea Dix Park, a 308-acre destination park in Ra-
leigh, N.C.; the Dude Ranchers’ Association; Gatlinburg, Tenn.; the Greater Raleigh CVB (N.C.); the National Cowboy Hall of Fame & Western Heritage Center; and the Washington Tourism Development Authority (N.C.).
FWV is the parent company of fashion and lifestyle PR firm AMP3 (New York City); pet and animal health practice Fetching PR; and Prix Productions, a feature and documentary film production company. FWV employs more than 140 public relations, public affairs, social media, advertising digital marketing and content creation professionals across its five offices nationwide.
Hemsworth is a top-ranked, award-winning agency that partners with both emerging and iconic travel, tourism, hospitality, culinary, wine, spirits, lifestyle and franchise brands to drive buzz and business. With locations across the United States—including Atlanta, Charleston, Chicago, Fort Lauderdale, New York City and Tampa—as well as a network of vetted
freelancers in other top media markets globally, Hemsworth is known for crafting tailored programs that encompass brand strategy, media relations, social media, influencer marketing, event programming, thought leadership, digital marketing, crisis communications and more. The Hemsworth team is comprised of experts who share unprecedented passion, insight and connections to surpass client expectations, delivering personal service and powerful results.
J/PR
530 7th Ave., #502 New York, NY 10018 212/924-3600 letstalk@jpublicrelations.com www.jpublicrelations.com
2341 Fifth Ave. San Diego, CA 92101 619/255-7069
10250 Constellation Blvd. Ste. 2300 Los Angeles, CA 90067 310/722-7066
1615 Platte St., Office 127 Ste. 200 Denver, CO 80202
600 California St., Floor 11 San Francisco, CA 94108
123 Buckingham Palace Rd. Victoria, London SW1W 9SH, UK +44 (020) 3890 5838
Jamie Lynn O’Grady and Sarah Evans Thelen, Partners Ali Lundberg, President
Owned by Jamie Lynn O’Grady (California) and Sarah Evans (New York), J/PR is a global communications agency specializing in luxury travel, tourism, hospitality, lifestyle, and real estate. With offices in New York City, London, Los Angeles, San Diego, San Francisco, Toronto, Denver, and Nashville—and a presence in Atlanta, Chicago, and Arizona—J/PR is one of the largest independent travel, tourism and hospitality agencies, with a signature boutique service model and deeply engrained focus on longevity.
J/PR continues to scale, creating long-term impact with a multifaceted expertise and strategic lens, and clients across the U.S. and UK, offering a full scope of PR, social media and photography services. In the past year, the agency welcomed marquee clients including Meet Boston, Visit North Carolina,
Visit Asheville, Visit Carmel-bythe-Sea, and Canouan Private Estates—reinforcing its leadership in the destination marketing space. J/ PR’s portfolio also expanded globally with new client partnerships including Belmond North America, The Charleston Place, The Cooper, and bespoke travel curator Red Savannah.
The agency’s roster includes some of the most iconic hospitality brands in the world, such as Dorchester Collection, Hilton Luxury Brands, Grand Hotel Tremezzo, Hotel del Coronado, Waldorf Astoria New York, Relais & Châteaux, Pendry Hotels & Resorts, Vail Resorts Hospitality, and Under Canvas, and continues to grow in adjacent lifestyle sectors with brands including California Olive Ranch and Foley Family Wines.
J/PR’s digital division continues to be one of the fastest growing and counts social media clients such as White Elephant Resorts, Alila Ventana Big Sur, The Ritz-Carlton O’Ahu, Turtle Bay, The New York EDITION and Shou Sugi Ban House among its portfolio, which now includes service offerings like 24/7 community management and full-service TikTok and LinkedIn offerings.
J/PR’s commitment to longevity can be seen in the 43 members of the 128-person agency who have been with the company for over five years, and the 16 who have worked at J/PR for more than a decade. That commitment to people extends to the agency’s clients as well—over 50 clients have worked with J/PR for five years or more, and 20 clients have relied on the agency for a decade or more.
LDPR
232 Madison Avenue, Suite 1100 New York, NY 10016 212/696-0660 www.ldpr.com
Laura Davidson, CEO & Founder
Leslie Cohen, President & Owner
Gina Jevic, Chief Operating Officer
LDPR is a leading voice in travel and lifestyle public relations headquartered in Manhattan with senior staff in Chicago, Miami, and Los Angeles. For the past 25+ years, the agency has been at the forefront of integrated initiatives for destinations, international hotel companies, independent boutique resorts, luxury tour operators, and lifestyle products. Agile, intelligent, and strategic, the agency achieves remarkable results by lis-
Profiles of Travel & Tourism PR Firms
J/PR Partners Sarah Evans (left) and Jamie Lynn O’Grady (right).
tening to clients, the marketplace, and the media. LDPR is a sweet spot of PR firms: big enough to offer a range of integrated services, and small enough to provide senior-level leadership and personalized service that fosters long-term relationships with clients, media, and industry colleagues.
In addition to numerous industry awards, LDPR has been named on The Observer’s “PR Power List 2025,” and “The PRNet 100, 2024.”
Our clients include Aman; Abercrombie & Kent; Orient Express, Windstar Cruises; VisitScotland; Travel Victoria (Melbourne, Australia); The Boca Raton, Florida; Lizard Island Resort, Great Barrier Reef, Australia; The Resort at Paws Up, Montana; The Ritz Paris; Briggs & Riley; Octant Hotels, Portugal; Grand Hotel Excelsior Vittoria, Sorrento, Italy; Grand Hotel Fasano, Lake Garda, Italy; Raffles Boston; One Aldwych, London; Sea Island, Georgia, among others.
Lou Hammond, Founder/Chairman Stephen Hammond, CEO
Lou Hammond Group (LHG) is a celebrated, integrated marketing communications firm with offices in New York, Colorado, Florida, Georgia, South Carolina and Texas. LHG has built a legendary reputation celebrating its four decades as the leading mid-sized agency serving the travel industry. A few things to know:
• Independent: known for boundless creativity and enthusiasm
• Operates differently: no time sheets—clients get the attention they need when they need it
• Founder of the PR World Network, 16-year organization, 27 global members
• Proud to have extensive client retention among the highest in the industry; some 30% of destination clients have partnered with LHG over ten years+ with one, two decades.
Sampling of new travel accounts—Destinations: Visit Sarasota County; Visit Buffalo Niagara; Visit Lodi, CA; City of Sandy Springs, GA; City of Sugar Land, TX. Hospitality: Hotel Emma, TX; Lodging Dynamics; The Vinoy Resort & Gold Club, FL; Sandblu Resort, Greece; The National Landing
Hotel, VA; Real Estate: Magnolia, Highland Resources.
Keys to success—results and creative outreach:
• South Dakota’s Buffalo Roundup—Real Cowboys in Action!
The annual Buffalo Roundup in Custer State Park is legendary. Generational cowboys corral one of the largest buffalo herds in North America in a celebration of nature and wildlife conservation alongside a festival of Native American dancers, music, and local artists. LHG organized an A-list media trip with a reach of 3.5+ million.
• Bringing Jekyll Island to CNN— Wait Until You ‘Sea’ These Turtles
As the home of the Georgia Sea Turtle Center, Jekyll Island planned to establish itself as a top destination for sea turtle conservation.
LHG secured a three-day visit with CNN meteorologist Elisa Raffa who created a memorable narrative.
• Bringing Mississippi to Ma nhattan—A Culinary Success
Visit Mississippi partnered with the James Beard Foundation to host two standout events in NYC featuring top chefs and beverage experts from Oxford, Jackson, and Coastal Mississippi.
• Visit Baton Rouge: Tourism— Economic Development Rebranding
Rebranded the destination with a focus on its dynamic culinary and cultural experiences, establishing the city as a must-visit Southern gem. In addition to tourism efforts, economic development initiatives were established to attract talent and business.
Through dynamic planning and execution, amplified efforts to achieve record-setting tourism arrivals. Staged a large-scale consumer activation at NYC’s Brookfield Place showcasing the Island food, music, culture and hotel partner offerings. Developed editorial and promotional opportunities with national broadcast including The Today Show, Drew Barrymore Show, and Sherri Show
• New Jersey Division of Travel & Tourism—A Lotta Wow!
Promoted as a “Little State, Lotta Wow” with newsworthy elements; surprising wine scene, a growing culinary culture, and a commitment to racial diversity. LHG organized a chef event at Platform JBF, secured media visits in conjunction with New Jersey’s local wineries and secured an Oprah Winfrey’s annual “O! Awards.”
• TOURISM Santa Fe—Tradition Creates Results
Created awareness for the city’s
Southwestern traditions. Focused on Native American holiday heritage, and year-round festivals/ events, including Native Fashion Week. Secured coverage as the ultimate Christmas town in Travel + Leisure. Leveraged key event anniversaries during the year including the 100th anniversary of the Burning of Zozobra.
• Providence Tourism Council—A 20-year Client
Burnished Providence’s reputation as a top foodie city by highlighting its diversity of culinary styles and young chefs/restaurateurs investing in the city. Hosted a series of food-focused press trips that resulted in feature stories nationally. Impressions grew by 10% to 585+ million in 2024.
LHG clients know they are working with the most trusted, goto media and influencer resource in the industry with a singular commitment to delivering quality, measurable results.
MMGY
360 Lexington Ave., 10th Floor New York, NY 10017 212/228-1500 mmgy.com/what-we-do/public-relations
Julie Freeman, Exec. VP, Public Relations, Americas Lauren Kaufman, Mng. Dir. Andrea Braunstein, SVP & Director of Crisis Communications Maggie LaCasse, SVP & Director of Brand Partnerships
At MMGY we are global connectors, storytellers and curators of travel experiences. Wherever you want to go, we’ve been there. With more than 40 years representing the biggest brands in the travel, tourism and hospitality industry, we know how to get you there. Rooted in data, analytics and insights, our integrated approach and long-standing media and influencer relationships are harnessed to creatively tell your story and land marquee coverage. We forge an emotional connection to reach our audiences where they live, work and play.
We offer expertise in consumer and trade media relations, social media, corporate and brand positioning, experiential and event marketing, strategic partnerships and promotions, influencer engagement and crisis communications. Industry innovators and thought leaders, MMGY is the author of the widely acclaimed Portrait of American Travelers® annual research study. With offices in New York City, Los Angeles, Kansas City,
Though newly launched in April 2025, P-22 Agency is rooted in decades of culturally attuned, experience-led storytelling strategy from our founder and CEO Ty Bentsen, which has shaped the presence of leading luxury hotels and resorts, destinations, aviation partners, and lifestyle brands around the world. The agency’s founding clients include The Maybourne Beverly Hills and Mission Craft Cocktails.
Austin, Miami, Detroit, Denver, San Francisco, Chicago, Vancouver, Whistler, Washington, D.C., London, Brussels, Paris, Frankfurt, Munich and Rotterdam and an international partner network, MMGY Global Travel Marketing Collective, we serve many of the world’s premier travel and tourism brands. Other MMGY areas of expertise include integrated marketing, data & analytics, international marketing & communications and research & insights.
A Selection of Clients Include: Airshare, Amtrak, Arkansas Tourism, Apple Leisure Group, Bermuda Tourism Authority, Costa Rica Tourism, HSMAI, I Love New York, Oceania Cruises, Sensei, Fort Myers—Islands, Beaches and Neighborhoods, Scandinavian Airlines, Travel & Adventure Show, Travel Texas, Visit California, Visit Dallas, Visit Greater Palm Springs and Visit St. Petersburg/Clearwater.
P-22 AGENCY
Los Angeles | New York 323/807-7333 www.p-22agency.com
Ty Bentsen, CEO & Founder
P-22 is a challenger agency that boldly entered the chat to deliver a striking new breed of founder-led,
Profiles of Travel & Tourism PR Firms
P-22 AGENCY
Continued from page 37
strategic communications for leading luxury and lifestyle travel, tourism, aviation, and spirits clients. Women-owned and driven by passion, P-22 Agency is a bi-coastal agency operating in Los Angeles and New York City bringing big, brand-level thinking to clients at scale. Agile, tenacious, and deeply committed to its craft with an ethos that prioritizes high-touch service over ego, P-22 Agency is dedicated to aligning with brands that share its values and strive for excellence. The agency was purpose-built to offer working parents, risk takers, and people who love the hospitality industry a vibrant, supportive workplace where they can create, inspire, and thrive.
PADILLA
1101 West River Parkway Suite 400 (Headquarters) Minneapolis, MN 55415 612/455-1700
PadillaCo.com
Candice Eley, Senior Director
From technology-driven services and sustainable practices to authentic connections with local cultures, today’s consumers crave personalized and immersive experiences. To capture their attention, travel and hospitality brands must demonstrate they can deliver in creative ways that inspire action.
We help you stand out and make meaningful connections.
Cutting through the noise requires staying ahead of the trends and an agile, omni-channel approach. At the core of our strategy is the power of storytelling, brought to life through a nimble, multi-faceted campaign that resonates across the entire media landscape.
Clients in the travel and hospitality sectors have included Richmond Region Tourism, Saudia Airlines, Meet Minneapolis, Air New Zealand, Cambria Suites Hotels/ Choice Hotels International, Tru by Hilton, Virginia Department of Rail and Public Transportation/Amtrak Virginia, and Rentyl Resorts.
Padilla is a full-service agency that transforms brands and organizations through strategically creative communications. As an AVENIR GLOBAL company and a founding member of the Worldcom Public Relations Group, the agency provides services to clients through 115 offices worldwide. Transform with purpose at PadillaCo.com.
PINEAPPLE PUBLIC RELATIONS
1954 Airport Rd., Suite 121 Chamblee, GA 30341
404/237-3761
DStone@pineapple-pr.com www.pineapple-pr.com
Deborah Stone, President
Pineapple PR, based in Atlanta with satellite offices in New York and Charleston, was founded 25 years ago with a love of storytelling and a passion for all things travel. Today, our full-service agency brings destinations to life telling stories across earned, owned, social and digital platforms that inspire travelers.
We have proudly served more than 200 DMOs, attractions and resorts, representing some of the leading and finest names in travel and tourism.
Our work encompasses clients large and small from Atlanta to Florida, Virginia, North Carolina, Kentucky, New York, Missouri, and Colorado and beyond.
Storytellers at heart, we combine extensive media relationships,
tourism expertise, creative strategy, and in-depth industry knowledge to build awareness, inspire visitation, and drive economic growth.
REDPOINT MARKETING PR, INC.
85 Broad Street c/o WeWork New York, NY 10004 212/229-0119
Founded in 2002, Redpoint is a full-service public relations agency with deep roots in travel, tourism, and hospitality. We seek, craft, and share compelling stories with media and social influencers to engage audiences that matter most to hotels, resorts, cruise lines, destinations, tour companies, attractions, travel services, associations, and more.
We maintain deep relationships with top journalists and influencers, and our curiosity and imagination fuel ideas to catch (and hold) their attention. Several of our clients have been with us for more than 10 years, and they say the reason for this is simple: we bring fresh ideas to their business each year, we never get stale or fall into predictable patterns, and we never—ever—just do the minimum. From global cruise ship launches and high-profile hotel launches to revenue-generating seasonal programs and SEO-driven digital PR campaigns, our talented group of entrepreneurial, resourceful professionals has a passion for delivering meaningful results.
A sampling of clients we’ve represented includes Cunard Line, United States Tour Operators Association, Tourism Nova Scotia, Newfoundland & Labrador Tourism, Tourism New Brunswick, Prince Edward Island Tourism, Atlantic Canada Agreement on Tourism, First Hospitality, Princess Cruises, MSC Cruises, Tauck, Perillo Tours, Snake River Sporting Club, United States Tour Operators Association, Loews Hotels, Oceania Cruises, Regent Seven Seas Cruises, Woodstock Inn & Resort, Kennebunkport Resort Collection, Brenton Hotel, Saint Lucia Tourist Board, Miramichi River Tourism Association, Taste of Nova Scotia, Briggs & Riley Travelware, Ensemble Travel Group, The Principality of Monaco, SBM Hotels & Resorts, New England Inns & Resorts Association, Ripley’s Believe It or Not! Times Square, Morey’s Piers & Beachfront Water Parks, Offshore Sailing School, Raffles Hotels & Resorts, Tropicana Resort & Casino, and many more.
SPOOL
205 W. Wacker, Suite 720 Chicago, IL 60606 312/343-2812
Spool is a creative PR and brand-building agency that shapes culture, defines categories, and delivers measurable impact. With deep expertise in tourism and travel, Spool brings a sharp lens to destination storytelling, stakeholder engagement, and media strategy.
For Hyatt, Spool led internal communications around the World of Hyatt rebrand, uniting global teams under a renewed sense of
Profiles of Travel & Tourism
A posse of Redpointers celebrates our Principal & Co-Founder Vickie (center, red dress, short hair!) at the HSMAI Adrian Awards Gala in February 2025, where she was honored with the Winthrop W. Grice Award for Career Achievement in Hospitality Public Relations. Obviously, jazz hands were a must!
Pineapple PR—Your Story Starts Here. Serving the travel, tourism and hospitality industries.
At this year’s Kentucky Derby, Spool helped Wisconsin Cheese steal the spotlight with the “Fromaginator”—a fascinator-meets-cheese-board showstopper that turned heads and earned national media buzz. Worn by “Top Chef” host Gail Simmons, the campaign blended culinary craft and couture, redefining how brands show up in culture.
brand purpose.
For the Dairy Farmers of Wisconsin, Spool launched the Art of Cheese Festival—including the now-iconic Cheese Ball—driving national media coverage and agritourism that translated directly into sales. At this year’s Kentucky Derby, Wisconsin Cheese won the cultural moment with its custom “Fromaginator” (fromage + fascinator), worn by Top Chef host Gail Simmons and named “Most Memorable Hat” by Us Weekly. At the PGA Show, Spool’s immersive campaign for ReelGOLF doubled media interviews and drew 200+ booth scans—bringing a new B2B brand into the cultural conversation.
Known for turning earned media into business outcomes, Spool builds campaigns that resonate culturally and move audiences to act.
As PRovoke Media wrote in naming Spool one of North America’s top agencies, “Spool continues to redefine the PR industry with a results-driven, culture-first approach, committed to being a force for good in the business world.”
THE SWAY EFFECT
Chrysler Building 405 Lexington Ave., Floor 8 New York, NY 10174 inquiries@theswayeffect.com theswayeffect.com
Jennifer Risi, Founder and President
The Sway Effect is an award-winning global network of independent marketing and communications agencies focused on driving reputation while putting diversity, inclusion and equity at the center of everything they do. In 2019, The Sway Effect’s Founder Jennifer Risi set out to change how the industry works by establishing a new kind of model—one that breaks down barriers and assem-
bles the best and brightest talent in the industry to answer a brand’s challenge. Based in New York, the agency works across a variety of sectors with a specialization in national branding as well as travel and tourism. Last year, the agency was awarded Campaign of The Year for Travel/Hospitality/Tourism at the 2024 PR News Platinum PR Awards for their work with Intrepid Travel. Additionally, the agency has also been named PRovoke Media’s 2024 North American Boutique Agency of the Year, PRNews’ 2023 Women Owned Agency of the Year and PRovoke Media’s 2021 New Agency of the Year.
TJM COMMUNICATIONS
1170 Tree Swallow Dr., #346 Winter Springs, FL 32708 407/977-5004 info@tjmcommunications.com www.tjmcommunications.com Facebook.com/TJMCommunicationsInc Instagram.com/tjmcommunications Linkedin.com/company/tjm-communications-inc-
TJM Communications is an award-winning, global lifestyle
public relations firm, specializing in the travel, food, wine, convention and event sectors. We provide strategy, media and influencer relations, content creation and social media services for leading hospitality brands domestically and globally.
Our agency is distinguished by a committed team of passionate professionals who develop genuine long-standing relationships with media and clients and thrive on exceeding expectations. We don’t believe in PR for the sake of PR. We believe in public relations as a creative, strategic approach aligned with sales and marketing goals. Clients Include: Walt Disney World, Cirque du Soleil, Walt Disney World Swan and Dolphin Resort, Evermore Orlando Resort, Conrad Orlando at Evermore, Sawgrass Marriott Resort & Spa; restaurants: Four Flamingos: A Richard Blais Florida Kitchen; Bourbon Steak by Michael Mina, Rosa Mexicano; Todd English’s bluezoo and Il Mulino.
WAGSTAFF, AN MMGY GLOBAL COMPANY
800 Corporate Pointe, Suite 150 Culver City, CA 90230 www.wagstaffmktg.com
Julie Freeman, Exec. VP, Public Relations, Americas Nadia Al-Amir, Mng. Dir. Amanda Hathaway, VP, PR (Wine & Spirits)
Tara Schroetter, VP, Social, Influencer & Digital Marketing
For the last 25 years, the Wagstaff team has created award-winning public relations and marketing campaigns that champion and advocate for the hospitality, culinary, travel, and wine and spirits industries’ talent, products, and experiences. We strategically leverage the relationships and leads of our
expert teams in Los Angeles, San Francisco, Chicago, New York, and beyond, as well as the overall network of MMGY Global. The team embraces our passion and curiosities for dynamic lifestyle and hospitality brands to create customized, multi-channel, innovative and impactful programs that share our clients’ stories and secure results that matter.
The agency is part of MMGY Global and its North American practice specializing in public relations, social media and experiential marketing. Our boutique services are rooted in our dedication to uplifting the talent and voices in the industries that we serve, from a Michelin-star chef-owned restaurant, to a family-owned domestic hotel group, an award-winning craft spirit, or an international luxury resort with its own culinary and arts festival.
We all share a common passion for these industries, while at the same time we come to the table with diverse professional backgrounds with experience in entertainment, sports, art & design, and journalism, enabling us to bring fresh and creative storytelling angles, strategic partnerships, and compelling content to our strategic plans.
Other MMGY Global areas of expertise include research and insights, strategic communications planning and implementation, brand marketing, traditional and social media buying, digital/social media strategy, website development and management, e-CRM, travel industry relations and international destination representation.
A selection of clients includes: Andaz Scottsdale, Castle & Key Distillery, Eataly, Grand America Hotel, Hotaling & Co., Irvine Company, Jackson Family Wines, James Beard Foundation, Laguna Cliffs Marriott Resort & Spa, Noble House Hotels and Resorts, Nobu Chicago, Original Joe’s, Row DTLA, Thompson Seattle, Viceroy Chicago, Visit Dallas, Westin Hilton Head Island and Westland Distillery.
XHIBITION INTERNATIONAL
26 Broadway New York, NY 10004
347/624-8533
nestor@xhibition.com www.xhibition.com
Nestor Lara Baeza, President
The Sway Effect and Intrepid Travel at SXSW 2025.
XHIBITION INTERNATIONAL
Continued from page 39
Xhibition International is a boutique public relations and communications agency specializing in travel, hospitality, and luxury lifestyle. Xhibition offers a global outlook on PR while maintaining the local sensibility and hands-on approach of a boutique firm. With diverse clients ranging from historic independent hotels to leading experiential travel companies, Xhibition tailors its PR approach to provide each client with the specific support and guidance needed to deliver impactful results.
Clients include: Accidentally Wes Anderson: Adventures; Casa Chameleon Hotels, Costa Rica; Celestia Luxury Phinisi Yacht, Indonesia; Deeper Africa Safaris, East & Southern Africa; Dunton Hot Springs, Colorado Rockies; Dunton Pangolin, Mustique; Dunton River Camp, Colorado Rockies; Dunton Town House, Telluride; Extraordinary Journeys, Global; Hotel Indigo Williamsburg,
Brooklyn; The Inn of The Five Graces, Santa Fe; Ishara, Masai Mara, Kenya; Kilchoan Estate by Dunton, Scotland (Summer 2025); Lemala Camps & Lodges, Tanzania; Lemala Osonjoi, Ngorongoro Crater, Tanzania (Summer 2025); Lemala Wildwaters Lodge, Uganda; Timbuktu Travel, Global; TWA Hotel, JFK Airport NYC.
ZAPWATER COMMUNICATIONS
118 North Peoria, 4th Floor Chicago, IL 60607
312/943-0333
www.zapwater.com david@zapwater.com
1460 4th Street, Suite 306
Santa Monica, CA 90401
310/396-7851
95 Merrick Way, Suite 505
Coral Gables, FL 33134
305/444-4033
David Zapata, CEO
Mayra Bacik, CFO
Jennifer Lake, Chief Strategy Officer
Holly Zawyer, Managing Director, Miami
Stephanie Poquette, SVP, Social Media and Influencer Programming
Zapwater Communications isn’t just a communications agency— we’re storytellers and connectors for the world’s most inspiring travel and lifestyle brands.
Founded in 2005, Zapwater has redefined what it means to be a creative agency in the modern age. With a deep focus on travel, hospitality, and destination marketing, we’ve grown into one of the premier agencies in the United States—recognized as one of the Top 5 Most Creative Agencies in North America by a leading industry publication. In 2025, that same publication named Zapwater one of the Top 50 Agencies in the U.S., regardless of size.
From our offices in Chicago, Los Angeles, and Miami, we thrive on a shared culture of imagination, collaboration, and relentless curiosity. Our team blends bold ideas with strategic execution, pushing boundaries to help our clients stand out and make an impact in an ever-evolving world.
We take an integrated approach—combining digital innovation, immersive experiences, and earned media—to deliver real, measurable results. The industry has taken notice: Zapwater has won more awards than any other agency of our size in the world, including many of the most prestigious honors in travel and lifestyle communications.
But our reach extends far beyond U.S. borders. As a founding member of the Travel Lifestyle Network (TLN), we represent the United States in a global collective of elite, independently owned agencies. Together, we deliver cross-border insights, creative collaboration, and international expertise for brands looking to make waves worldwide.
Zapwater has been shortlisted six times for Agency of the Year in the United States—a testament to our passion, our purpose, and our people.
Our travel client roster includes a curated mix of destinations, hotels & resorts and airlines including:
Where the desert meets the sea—Zapwater client Baja California Sur invites you to discover untamed beauty, vibrant culture, and unforgettable adventures.
Airlines—Air Tahiti Nui, COPA Airlines.
Cruise—Ayana Cruises and Private Charters, Havila Voyages, Heritage Lines.
Destinations—Discover Baja Sur, Discover Dominica Authority, Grenada Tourism Authority, Jungfrau, National Tourism Board of Serbia, Travel Manitoba, Visit Finland.
Hotels & Resorts—Alaia Resort and Spa Belize, Ambergris Cay, Andaz Mexico City Condesa, Andaz West Hollywood, Ayana Bali, Borgo San Vincenzo, Casa Kimberly, Cayo Espanto, Dreams Bahia Mita Surf & Spa Resort, El Cielo, Frangipani Beach Resorts, Grand Hyatt Playa Del Carmen, Hamak Hotels, Hilton Sandestin, Hotel Zachary, Hyatt Regency Salt Lake City, Hyatt Regency San Francisco, Inn at Stonecliffe, lebua Hotels, Melia Hotels and Resorts, Ocean Club Resorts, Secrets Bahia Mita Surf & Spa Resort, Seaside Finolhu Baa Atoll Maldives, St. John’s Resort, and The Shay Culver City.
For more than three decades, The Zimmerman Agency has stood at the forefront of public relations, consistently recognized as one of North America’s most accomplished and respected firms within the hospitality and travel sectors. Built on a legacy of excellence, the agency has continuously evolved
to meet the changing demands of the communications landscape. Today, it delivers a bold and contemporary approach—seamlessly merging award-winning public relations strategies with robust, full-scale social media capabilities and a deeply integrated, end-to-end digital perspective.
At the core of the agency’s strategic philosophy lies its proprietary Momentum® Planning methodology—a powerful and dynamic framework that brings together the forces of creativity, strategic insight, and cutting-edge technology. This approach enables The Zimmerman Agency to craft and deliver timely, compelling, and highly relevant content across channels— content that not only resonates with audiences but also drives meaningful, measurable business outcomes for its clients.
The firm’s hospitality and travel portfolio includes: Belize Tourism Board, Visit Rhode Island, Visit West Virginia, Visit Park City, Atlantis Dubai, Discover The Palm Beaches, Visit Tallahassee, Bryce Canyon, Sixt Rent a Car, Pyramid Global Hospitality, Wind Creek Hospitality, Wild Dunes, Hotel Du Pont, Chateau Elan, Westgate Resorts, Vidanta Resorts, Delaware North, Aurora Anguilla, Princess Hotels, Hotel Terra and Grand Teton Village in Jackson Hole, Hotel Yellowstone, Henderson Beach Resort, Little Palm Island, The Preserve Sporting Club & Residences, Amsterdam Manor (Aruba), The Madison Hotel, Ritz-Carlton Dallas, Storyteller Hotel, Marriott’s Harbor Beach Resort, The Westin Riverwalk San Antonio, Kimpton Brice Savannah, Kartrite Resort, Crescent Court Fort Worth, Marriott Biscayne Bay, The Squire Inn, Pelican Grand, Ocean Key Resort, Bungalows Key Largo, and many others.
Profiles
Xhibition International President Nestor Lara Baeza.
Baja California Sur State Tourism Board.
TRAVEL AND TOURISM PR FIRMS
A ‘perfect’ press secretary?
By Fraser Seitel
Karoline Leavitt is, without question, the perfect White House Press Secretary … for Donald Trump, that is.
The 27-year-old is undeniably loyal, tough, whip-smart and a hard worker. She’s also an attentive student of the media.
Fraser P. Seitel has been a communications consultant, author and teacher for more than 30 years. He is the author of the Prentice-Hall text, The Practice of Public Relations.
Moreso than her four predecessors, Leavitt is the ideal spokesperson to trumpet Trump’s philosophy and policies at this moment. But that doesn’t mean her unique approach to media relations is the right one.
It’s revealing, in fact, to compare Leavitt’s opinions on dealing with the press with those of two of the more respected Press Secretaries of the past, George W. Bush’s Ari Fleischer and Barack Obama’s Robert Gibbs. Here are the unexpurgated views of Leavitt, from a recent interview with Axios co-Founder Mike Allen. Additionally, here are some quotes from Fleischer and Gibbs when they were both at the White House, taken from interviews conducted by me.Compare and contrast and draw your own conclusions.
What’s the primary mission of the President’s press secretary?
Karoline Leavitt: “When you’re a communicator for someone else, in my case the President of the United States, my job is to message his beliefs, his opinions and what the administration is doing, getting that truth out to the public. When you’re a communicator for someone else, you have to get in their head and view yourself as the messenger for their cause. Success is being as transparent and accessible as we can, messaging the president’s perspective on issues of the day.”
Ari Fleischer: “At its core, the press secretary job is a straight and simple job—to articulate what the President thinks.”
Robert Gibbs: “I am the primary representative for the President with the White House press corps. I help them get access to the information and facts they need to cover what the President does each day.”
How would you characterize your role as a ‘counselor’ to the President?
Karoline Leavitt: “Probably contrary to
popular belief, everyone in White House meetings is invited to share their opinion. I have said, ‘Sir, I disagree with that’ or ‘Maybe we should say it this way.’ Something President Trump doesn’t get enough credit for is his ability and willingness to listen. He’s an incredible listener. He goes to every person in that room to understand their perspective and then he makes a decision.”
Ari Fleischer: “I have ‘walk-in rights’ any time I need to. I probably spend one-quarter to one-third of my day in meetings with the President. Every day, I will tell him what the press is asking, and we’ll talk about it. He takes advice well. By far the best way to speak for the president is to listen to him.”
Robert Gibbs: “The role that I play in parts of my day would typically be reserved for more of a behind-the-scenes advisor. While that does take some of my day away from dealing with reporters, I believe it helps the press get a better sense for who the President is and the reasons for his decisions. It allows me to speak more authoritatively for his viewpoint.”
What’s the President’s view of the press?
Karoline Leavitt: “President Trump is hostile with the media. There’s no doubt about it. He calls them out, rightfully so, when he believes their stories are fake, when they are fake. I promised we would hold media accountable when they get things wrong. But we also recognize and respect legacy media are speaking to millions of Americans across the country, and we want them to get it right, which is why we engage with them every single day.”
Ari Fleischer: “President Bush respects what they do. He understands the power and importance of informing the public. I think he agrees there are too many games being played by the press, that there is too much cynicism and negativism. But he’s got a wonderful intuition and gut ... that tells him what counts with the public and what trades at a discount with the media.”
Robert Gibbs: “President Obama understands very much the role they play in a representative democracy. He understands that democracy is as strong as the people who cover the President and help the public understand what government is doing and holding it accountable.”
What’s your own view of the press?
Karoline Leavitt: “There are reporters who get it right sometimes and reporters who get it wrong. And we have to call them out. Fake news is not just wrong information in a story, but it’s also acting in bad faith as a reporter and not giving who you’re writing about and your sources ample time to respond. There’s nothing worse than when I
see a reporter in my inbox 20 minutes before a deadline with an entire story written and panned out. That’s acting in bad faith. They actually don’t care what we have to say. They don’t care about the facts and our point of view. They’re just emailing us to check the box to say they reached out for comment. So, that’s fake news. We live in a combative media environment that has come to fruition over many years. While combative, it also can be cordial.”
Ari Fleischer: “I think we’ve reached a point where the press, in pursuit of this devil’s advocate role, would do well to ask itself if they are ‘informing’ the public or are they being so negative about the institutions they cover that they’re not covering all the news but only the ‘bad news.’ Shades of gray ought to be better reflected, particularly in headlines and leads. There’s a tendency to simplify. In the process, a lot of depth gets lost. That’s why press secretaries are forced sometimes to speak cautiously, in diplobabble and gobbledygook.”
Robert Gibbs: “They do a remarkable job under difficult circumstances. It’s a grueling pace in terms of time and what you give up in terms of your personal life. They ask the right questions. They’re tough, but they’re fair.”
What should be the proper relationship between the White House and the press?
Karoline Leavitt: “Media should report the facts, report the truth. It is true that the majority of legacy media in Washington is left-leaning. There’s no doubt. It’s just a fact. We just want to get the truth out there and make sure the public sees it and sees what we’re doing with no bias, unfiltered, just the facts.”
Ari Fleischer: “It should be highly interactive, free flowing, and marked by a small, inherent amount of tension—the press wants to know ‘everything’ and sometimes, in the national interest, we can’t tell them— but always in a spirit of professionalism and politeness.”
Robert Gibbs: “I think it’s important to have good relationships. We can disagree, but we can do it in a way that is respectful and personable. Your office is equidistant from the Oval Office and the Briefing Room. So, your role is one of spokesperson to and advocate for the President, but you’re also the representative of the press inside the White House.”
Postscript: PR professionals learn that reporters have a tough job and aren’t paid to please you or your boss. But most journalists are also decent individuals trying to support themselves and their families. Therefore, the most productive PR-journalist relationships are the ones that are built over time and experience on a level of fairness, trust and mutual respect.
What is your truth strategy?
James E. Lukaszewski
It seems that liars and bullies dominate the world’s information these days. Both use all-too-familiar tools and language to keep their oppression intact and the truth hidden. Liars have a toolkit that you may find surprising, even familiar. We call it the Liar’s List. These techniques are verbal tools for truth avoidance.
James E. Lukaszewski, ABC, Fellow IABC; APR, Fellow PRSA, PRSA BEPS Emeritus, is an author, speaker, crisis management consultant and President of The Lukaszewski Group. Cayce Myers, Ph.D., L.L.M., J.D., APR contributed to a larger version of this article originally published in 2023.
Allegories: Using something concrete to explain something abstract, “when the going gets tough, he closes up like a clam.”
Analogies: Using a safer less toxic example.
Balancing: Every good thing has bad side effects.
Euphemism: Describing something as safe or less harmful than it is.
Leveling: Similar to balancing, accepting some bad with the good.
Metaphors: Substituting something non-toxic for something toxic.
Nuanced descriptions: Special deceptions.
Obfuscation: Making something more complicated than it is.
Stories: fabricated description of events.
Translations: A lie that begins with “in other words …”
This is, of course, a list of techniques communicators in practically every culture on the planet use daily. Whether used for good or something else, the one common feature of all these tools is that truth is intentionally missing. It’s truth avoidance, whatever the purpose, however well-intentioned. People notice, especially victims.
The techniques on the Liar’s List are never fully truthful and more often are used to avoid being direct, plain-spoken, emotionless and clearly responsive.
Most of those seeking truth often find only truth dodgers and truth avoiders. Truth seekers feel victimized.
The first casualty if you use these techniques is trust loss. Remember, trust lost
is replaced with fear, anxiety, uncertainty, doubt and anger. That’s a big price to pay for the pleasure of telling a cute story rather than the plain truth.
Victims, when confronted with these techniques, get upset because they know that what they need is being purposely avoided. The quickest way to drive victims to a lawyer’s office or seek powerful advocacy assistance is failing to recognize that victims need five things:
Validation: Recognition, acknowledgment and validation of their suffering.
Visibility: A platform for telling their story in their own words.
Vindication: Credit for the impact of their suffering on improving the detection, prevention, deterring and reduction of future occurrences.
Allocution: An admission and apology from the perpetrator or predator.
Restoration: Sometimes recovery of damages.
Truth dodging is an insidious problem in the field of communication. For example, storytelling has become a cottage industry in the field, it has become a catchphrase in the communications profession. Stories present major problems:
• Stories are fabrications. The news story or news release has a snappy headline, a thought-provoking or catchy lead, followed by a beginning, middle, and end usually containing a conclusion, lesson, self-evident truth, or punchline. Not exactly how life actually happens.
• Stories usually contain bits of truth mixed into their fabrication batter.
• Stories feel like the truth because we are entertained, sometimes inspired. However, stories are only partially true, therefore, they are also partially untrue . . . a lie.
Good communication is truthful, direct and clear. Ethical public relations practitioners using stories and other techniques from the Liar’s List need to focus on truthful information, narratives and conclusions. Mindful that partial truth also indicates partial falseness that needs to be revealed and explained. The perception of your trustworthiness and credibility is conferred on you by others reflecting your behaviors and deeds.
Your truth manifesto
“To know the truth and speak of it is helpful, important and sometimes courageous. To know the truth but equivocate or speak about anything but that truth is willfully harmful, intentionally misleading and often unethical.”
— Unattributed proverb
The Truth Manifesto is designed to help you avoid using the liar’s techniques, regardless of how benevolent or helpful your motives. Or, at the very least, help you use them sparingly. The manifesto is a public declaration of your intentions, opinions, objectives and motives. Truth always relies on simple, sensible, understandable words and deeds. That’s how you find the truth.
The Truth Manifesto is something you can easily absorb, use and teach others.
1. “When problems or opportunities occur, we’ll be prepared to talk openly about them and act quickly to respond operationally.”
2. “If the public should know about an issue or problem which could affect them, we will voluntarily talk about it as quickly and as completely as we can.”
3. “When problems or changes occur, we will keep the community and those affected posted regularly until the problem or changes have been thoroughly explained or resolved.”
4. “We will answer any questions the community or victims may have and suggest and volunteer additional information on matters the community has yet to ask questions about.”
5. “We will be cooperative with all interested news media, but our primary responsibility is to communicate directly with those most affected by our actions as soon and continuously as possible.”
6. “We will respect and seek to work with our critics and those who oppose us.”
7. “We will tell the truth with facts and proof, refraining from truth dodging and avoidance techniques.”
“What is your ultimate truth strategy?”
This is a significant question about your tomorrow. Successful tomorrows have truth and simplicity at their center.
Not having a truth strategy or using other items from the Liar’s List simply prolongs, expands and further blocks getting to the truth. In a crisis, especially, bad things get worse before they get better. Failure to seek, identify and communicate with aggressive truthfulness is the main cause for poor outcomes and failure.
The truth about truth-dodging
Words matter. Style matters. Context matters. Looking at the Liar’s List and the conventions of truth avoidance, there are some simple ways to communicate truthfully, honestly and ethically. The profile of truth, in our experience, includes statements and information that are simple, sensible, positive, clearly helpful, constructive, useful and obviously true. Write less and make it more important and truthful. Say less and make your words memorably truthful.
NYT hires Brownstein for AI, IP work
The New York Times has signed on Brownstein Hyatt Farber Schreck for D.C. support, effective June 6. Brownstein will handle issues regarding media publishing, artificial intelligence and intellectual property matters.
The New York Times sued OpenAI and its minority owner Microsoft in 2023 for allegedly using the paper’s content without its permission or payment. It was the first suit by a major newspaper against an AI firm over the use of its intellectual property.
A federal judge in March denied parts of OpenAI’s motions to dismiss the case and ruled the suit can move forward.
The outcome of the case could set the framework for copyright standards in the AI era.
Brownstein’s team is headlined by Alfred Mottur, co-Chair of its technology and telecommunications practice and a top Democratic fundraiser; and Marc Lampkin, who was a key Aide to Republican House Speaker John Boehner.
Hotmire returns to the SEC
Erik Hotmire has rejoined the Securities and Exchange Commission as Chief External Affairs Officer and Director of the Office of Public Affairs.
He had served as Senior Advisor and Chief Spokesperson for then-SEC Chair Christopher Cox, and Senior Advisor to the enforcement division from 2008 to 2010.
Most recently, Hotmire co-founded Watermark Strategies corporate communications and PA shop in Washington.
Earlier he did two-year stints at FGS Global as Partner, and Teneo as Senior Managing Director. Following his first SEC run, Hotmire spent nine years at Brunswick Group as a Partner. Hotmire also worked in the Bush II White House as Special Assistant to the President and Spokesperson for Domestic Policy Matters.
Lockheed Martin hires Trump vet
Lockheed Martin has brought on Jalen Drummond, who held several roles in the White House during the first Trump administration, as Vice President of Corporate Affairs and International Communications, according to a report on Axios.
Drummond comes to Lockheed Martin from GoFundMe, where he served as Head of Global Affairs & Corporate Communications.
His government posts included assistant White House Press Secretary, Associate Director at the Office of Communications, and special advisor to former HHS Secretary Alex Azar. Drummond has also worked as Media Relations Director at Leidos.
Lockheed Martin is the world’s largest defense contractor with $64.6 billion in defense-related revenues in 2023.
FTI hires commerce alum Kaplan
FTI Consulting has hired Jenny Kaplan, who was Senior Advisor to former Commerce Secretary Gina Raimondo, as Managing Director in the U.S. PA unit of its strategic communica-
tions practice.
She will advise clients on balancing risk management and growth, while working with FTI teams in the aerospace, defense, automotive, financial services and technology sectors.
Kaplan also worked in the Biden administration as Deputy Assistant to the President and Senior Advisor to Stephen Benjamin, who was Director of the Office of Public Engagement. Earlier, Kaplan was VP for Engagement and External Affairs at the Greater Washington Partnership, VP at Goldman Sachs, and Deputy Director for Barack Obama’s White House Council on Women & Girls.
Oppenheimer takes Brunswick post
Lauren Oppenheimer, former Chief of Staff and Senior Deputy Comptroller for PA at the Office of the Comptroller of the Currency is joining Brunswick Group’s D.C. office as Director.
As an independent unit of the Treasury Dept., the OCC charters, regulates and supervises national banks and federal savings associations to ensure they operate in a safe and sound manner.
Earlier, Oppenheimer worked at the Commerce Dept. as Director of Legislative and Intergovernmental Affairs and served as Senior Policy Advisor to Democratic Senators Doug Jones and Jeff Merkley.
Brunswick expects Oppenheimer’s experience in dealing with the inner workings of both financial institutions and regulatory bodies will bolster its clients.
Solvay taps DGA for tariff work
Solvay North America, which is part of the Brussels-based specialty chemicals giant, has retained DGA Group for work connected to tariffs.
DGA Partner Justin McCarthy, a veteran of the George W. Bush administration, spearheads the effort.
He worked as Assistant U.S. Trade Rep. for Congressional Affairs, and Special Assistant to the President for Legislative Affairs.
In the Trade Rep’s Office, McCarthy handled free trade pacts with Colombia, Korea, Oman and Panama, and permanent normal trade relations status with Ukraine and Vietnam. Before joining the White House, he served as Pfizer’s Director of Government Relations.
Erik Hotmire
Lauren Oppenheimer
Jalen Drummond
Jenny Kaplan
Edelman pitches UAE as AI powerhouse
Edelman has signed on to represent the United Arab Emirates’ Mohamed bin Zayed University of Artificial Intelligence.
The UAE established MBZUAI to educate and develop top talent, foster an innovation ecosystem, and act as a strategic think tank for the public and private sectors.
The university plays a key role in establishing Abu Dhabi as a global hub for advances in machine learning, computer vision and natural language processing.
Edelman’s one-year contract is worth more than $500,000 for PR counsel, thought leadership and international event support to promote MBZUAI to academia and other global markets.
The overall objective “is to demonstrate through MBZUAI’s leadership that the university is a leading international higher education institution dedicated to groundbreaking research and advancements in Al,” according to the pact.
Edelman may also earn $200,000-plus in fees for optional work, covering media training, perceptions audit and thought leadership initiatives.
Vietnam hires Crowell Global for trade issues
Vietnam has hired Crowell Global Advisors for consulting services related to international trade and investment policy. President Trump has targeted the Socialist Republic for a 46 percent tariff on its imports to the U.S.
Reuters reports that the U.S. has sent a “long” list of “tough” demands on Vietnam, if it wants tariff relief. That list includes demands that Vietnam slash its reliance on China as a supplier of industrial goods.
Crowell receives a $15,000 monthly fee for its work, according to
FARA News
the May 5 contract signed by Joseph Damond, CGA, Chair, International Trade Policy and Global Life Sciences.
CGA is the PA, government relations and public policy consulting affiliate of Crowell & Moring LLP.
Vietnam also has hired the Trump-connected Tactic Global, which is headed by Barry Bennett.
Active in Conservative politics, Bennett managed Ben Carson’s presidential campaign and then became a Senior Advisor to Trump’s 2016 election effort.
Tactic, which will arrange meetings for the Vietnamese with key members of the Trump team, is in line for a $5,000 monthly fee.
It has Republican fundraisers Ryan Coyne and Caroline Wren handling the effort.
Pakistan picks Qorvis for $1.8M pact
Pakistan has awarded Qorvis a $150,000 monthly contract for strategic communications to highlight its culture, people, economy and history.
According to the May 30 engagement agreement, the D.C.based firm is to “craft Pakistan’s overarching narrative, reflecting its gracious culture, the aspirations and indomitable spirit of its people, and its bright undeniable future, manifesting in its rapidly transforming economy and incorporating Pakistan’s proud history and rich legacy.”
Qorvis is to “apprehend and help counter misinformation and disinformation, especially targeting state institutions, e.g., armed and security forces and judiciary, via credible messaging tailored to platforms and audiences.”
Five Qorvis staffers work on the one-year Pakistan account, including Managing Partner Brad Klapper; and Chief Editorial Officer Samantha Sault.
India and Pakistan last month exchanged missile attacks.
NEW FOREIGN AGENTS REGISTRATION ACT FILINGS
Below is a list of select companies that have registered with the U.S. Department of Justice, FARA Registration Unit, Washington, D.C., in order to comply with the Foreign Agents Registration Act of 1938, regarding their consulting and communications work on behalf of foreign principals, including governments, political parties, organizations, and individuals. For a complete list of filings, visit www.fara.gov.
Cornerstone Government Affairs, Washington, D.C., registered May 28, 2025 for Embassy of the State of Qatar, Washington, D.C., regarding providing advice and assistance to advance the bilateral relationship between the United States and the State of Qatar, as directed by the Embassy.
FINN Partners, Inc., New York, N.Y., registered June 5, 2025 for The Bahamas Ministry of Tourism, Investments & Aviation, Nassau, Bahamas, regarding providing marketing communications, public relations and brand reputation services to promote tourism from the USA to The Bahamas.
Forward Global US, Inc., Washington, D.C., registered May 26, 2025 for Taipei Economic and Cultural Representative Office in the United States, Washington, D.C., regarding providing strategic communications and public affairs services to the principal.
Lobbying News
NEW LOBBYING DISCLOSURE ACT FILINGS
Below is a list of select companies that have registered with the Secretary of the Senate, Office of Public Records, and the Clerk of the House of Representatives, Legislative Resource Center, Washington, D.C., in order to comply with the Lobbying Disclosure Act of 1995. For a complete list of filings, visit www.senate.gov.
Brownstein Hyatt Farber Schreck, LLP, Washington, D.C., registered June 13, 2025 for National Organization to Save Flathead Lake, Bigfork, Mont., regarding issues related to Drought Management and Fill the Lake Act.
Hogan Lovells US LLP, Washington, D.C., registered June 3, 2025 for FIFA World Cup, New York New Jersey 2026, Newark, N.J., concerning appropriations to support increased security and emergency services associated with World Cup 2026.
Tholos Government Relations, Washington, D.C., registered June 4, 2025 for Delta Airlines, Washington, D.C., regarding legislative or regulatory issues concerning aviation and air safety.
The Vogel Group, Washington, D.C., registered June 17, 2025 for Canadian National Railway, Washington, D.C., regarding issues related to surface transportation reauthorization, rail safety legislation, freight rail operations and infrastructure, and the transport of hazardous materials.
