Independent communications agency In The Media PR has strengthened its presence in the tourism and travel sector, securing 10 new clients over the past year while announcing key promotions within its senior leadership team.
The agency's recent client wins include Frankston City Council and its three flagship festivals, Funfields Theme Park, Lone Pine Koala Sanctuary, Paul Bennet Airshows and GirlsTrek.
According to co-founder Oryana Angel, the agency's growth reflects increasing demand for positive, people-focused storytelling.
"With ongoing global uncertainty, cost-of-living pressures and a relentless news cycle, audiences are increasingly drawn to stories that inspire and provide a sense of optimism," Angel said.
She added that tourism and travel brands are uniquely positioned to deliver compelling narratives centered on memorable experiences and authentic human connections.
"From artisans creating remarkable works to dedicated volunteers preserving local heritage, these are stories about real people. They're exactly the kinds of stories former journalists are passionate about uncovering and sharing," she said.
Alongside its client growth, the agency has restructured its senior leadership team. Former Nine Sydney journalist Laura Tunstall has been promoted to Executive Campaign Director, while former ABC journalist Andrew Arthur has stepped into the role of Campaign Director. They join senior team members Amie Meehan, formerly of 2GB, and Erin Maher, former National News Director at Nine Radio.
Co-founder Janyne Moore said the agency's momentum is driven by its journalist-led approach to communications.
"Effective earned media goes beyond distributing press releases. It requires understanding what makes a story resonate and building campaigns that capture genuine audience interest," Moore said.
The agency says its expanding tourism portfolio and strengthened leadership team position it for continued growth across the travel, tourism and lifestyle sectors.
