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Exploring the AWA house

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Travel Lifestyle Network reveals key PR, communications, and marketing trends for the travel industry

Posted 1 year ago

Travel Lifestyle Network, a global collective of leading independent PR & Marketing Communications agencies, has released its new white paper ‘Innovating in Travel PR, Communications and Marketing’.

The white paper presents a series of case studies that illustrate the collective’s unique approaches, lessons learnt and impact achieved in the areas of affiliate marketing, media relations, B2B communications and brand associations.

One of the trends highlighted is driving smarter media relations. The white paper details how Australia’s Anne Wild & Associates identified an opportunity for its client, Norwegian Cruise Line (NCL), to own The Great Cruise Comeback and become the leading industry voice.

By going above and beyond traditional media relations and hosting virtual events, deskside meetings and roundtables, as well as planning media familiarisation trips despite COVID restrictions at the time, AWA significantly enhanced NCL’s relationships with both the media and the travel trade.

“This strategic campaign resonated incredibly well, elevating NCL’s reputation and brand recognition and helping the hard-hit cruise industry navigate the most difficult period in its history,” comments Anne Wild, Managing Director of AWA.

“Results included an outstanding update of all NCL media familiarisation trips planned in 2022 and a huge increase in media inquiries seeking NCL’s input on the return to cruise as the local authority on The Great Cruise Comeback,” Wild adds.

Creating ‘buzz’ through partnerships between non-competing brands is another marketing trend highlighted in the white paper. AllDetails, a boutique PR and communications agency based in Dubai, recently brought complementary brands together to highlight their key messages and showcase their unique selling points (USPs) on behalf of its client, W Maldives.

The agency negotiated a brand collaboration with Puma that resulted in an activation called W Maldives X PUMA FUEL Happening.

“The brand alignment between W Maldives and PUMA – in terms of shared similar brand values and focus on living a healthy, active lifestyle while having fun – was a key element in going forward with the activation. Both brands achieved their goals by joining forces, highlighting key messages and showcasing what makes them special,” explains Isabel Tapp, CEO AllDetails in Dubai.

The brand collaboration generated a PR equivalent of USD 4,582,500 and a social media reach of 2,195,000.

To view our case studies, download the white paper.

TLN survey reveals value for money the #1 factor for Australian travellers

Posted 2 years ago

AWA is pleased to present the first in a series of surveys on travel behaviour from the global Travel Lifestyle Network (TLN).

Some 179,446 people in 28 countries, including Australia, were surveyed during the first quarter of 2022 for the TLN survey*, the world’s largest survey of travel intentions.

Among Australian survey respondents the most important factors were value for money (35% compared to 26% internationally); relaxation (24%); weather and time of year (23%); visiting friends and family (19%); and cultural experiences (18%).

“This report clearly shows that despite Australians embracing the return to travel, the rising cost of living will increasingly influence every travel decision people make. Demonstrating value is going to be a key differentiator to attract consumer spend in the remainder of 2022 and throughout 2023,” says Anne Wild, Managing Director of Anne Wild & Associates (AWA) and Head of Special Projects for TLN. AWA is the TLN representative agency for Australia and New Zealand.   

*The report was compiled for TLN by travel think tank Thrive and market intelligence firm AudienceNet using responses from a survey conducted by Global Web Index (GWI).

Anne Wild & Associates partners with Pearman Media

Posted 3 years ago

We are so thrilled to be partnering with Pearman Media to offer clients a fully-integrated suite of paid and earned media services. Since moving into our shared office space in September 2020, clients from across AWA’s two business units – travel & lifestyle and business & innovation – are already benefiting from the new partnership and we look forward to working even more closely with the Pearman team on clients seeking integrated services all under one roof.

Thank you Mumbrella for sharing our exciting news.

Travel and Tourism Sentiment Survey Post COVID in Australia

Posted 4 years ago

Australian travellers remain optimistic with many still planning holidays for 2020.

The COVID pandemic has undoubtedly impacted the global travel and tourism industry like no issue before it. Australians are explorers by nature, and the Anne Wild & Associates (AWA) survey results demonstrate that their intrinsic sense of wanderlust has neither waivered nor diminished, despite the pandemic.

In May 2020, AWA surveyed over 350 Australian residents ranging from 18 to 65+ years about their travel decisions pre and post COVID. Survey questions focused on favoured destinations when travelling resumes, expected length of trips, travel experiences most likely to be sought, and key factors that would influence future bookings. 

Key findings include:

AWA Infographic - Australian Travellers Are Ready To Explore

Travellers remain optimistic and still plan to take trips in 2020

According to the survey, 69% of respondents hope to travel within the first six months of restrictions being lifted. Over 50% are keen to travel for two weeks or more on their next holiday, and 74% said they would be comfortable spending just as much on their next holiday as they did pre COVID-19.

When travel resumes, most will travel domestically first

As expected, 76% of respondents said they will most likely travel domestically for their first holiday after restrictions are lifted. In terms of which states they would like to visit first, Queensland (34%) topped the list, closely followed by New South Wales (31%) and then Tasmania (11%). 10% of respondents nominated Victoria and Western Australia, and 4% The Northern Territory.

Many travellers still have their sights set on long haul destinations

Nearly a quarter (24%) of respondents said they will travel internationally for their first holiday after restrictions are lifted. Pre-COVID-19, Europe (75%) was the most popular international holiday destination for respondents, with just 20% nominating Oceania. While Europe still ranked the highest (58%) as the preferred international region for post COVID-19 international holidays, Oceania was a close second (53%), with Asia rounding out the top three (36%).

Health and safety protocols are a priority among travellers

When asked what would influence their destination choices in the future, 50% cited the number of COVID-19 cases as a key consideration. 49% said the health and safety protocols of the operator or accommodation provider would also influence booking decisions.

Stays to start on a small scale

When asked what type of accommodation they would most likely book for their first holiday, 73% said they would book a private apartment or villa, 56% said they would book a boutique hotel, while 52% said they would book a resort.

Cruising continues to make waves

Prior to the pandemic, 18% of respondents had taken either an ocean or river cruise in the past five years. Post COVID-19, more than a quarter (27%) said they would either definitely or may consider* taking a cruise.

Top experiences being sought

As we head into winter in Australia, unsurprisingly a tropical experience was nominated by nearly half of all respondents, while 41% said a luxury stay would be topping their holiday choice. 36% will be seeking family friendly and/or multi-destination experiences, with others seeking something more active such as a walking/hiking (24%) or snow/skiing (23%) holiday. Other experiences nominated included road trips (23%), health and wellness (15%), eco-tourism/sustainability (12%) and gastronomy (10%).

How will they book?

While pre COVID-19 most respondents said they usually booked travel independently (61%), post COVID-19, 81% said they would or may consider* booking a resort package holiday, while 57% said they would or may consider* booking a group package holiday. Over 25% said they would be more likely to use the services of a travel advisor post COVID-19.

Other key influencers on booking decisions

In addition to health and safety factors, 67% of respondents cited cancellation policies to be a major influencer on future booking decisions. Travel insurance coverage also ranked highly (49%), as well as discounts (43%) and package deals (33%) on offer.

In terms of where respondents seek travel inspiration, traditional print and broadcast media continue to rank highly (56%), as well as online media (51%) and online booking review sites (48%). However, most survey respondents (85%) rely on the advice of friends and family for inspiration when planning holidays.

About the respondents

Three hundred and fifty-seven Australian residents undertook the online survey during the last two weeks of May 2020. 74% of respondents were female, with most being aged between 45-54 years (36%) or 25-34 years (28%). 14% were aged 55 years or older. 50% said they took frequent holidays throughout the year while 41% said they usually planned for one large trip per year. 47% said they most often travelled with family, 31% said they travelled with their spouse and 16% said they most often travelled with friends. 6% said they most often travelled alone.

*Depending on the health and safety protocols in place.

AWA Insights: Trending COVID-19 News in Australia

Posted 4 years ago

Australians are eyeing the US, Japan and NZ as their top three travel destinations when travel restrictions are lifted

As of the 1st of September 2020, 21,345 of the 25,746 cases of COVID-19 have fully recovered with 652 deaths reported nationwide. There have been over 6 million tests nationwide meaning only 0.4% of tests conducted across Australia have returned a positive result.


In addition to our local network of trusted industry suppliers and connected lobbyists, AWA is proud to be a founding member of the Travel Lifestyle Network (TLN).

TLN is a global alliance of leading independent, like-minded marketing communications and public relations agencies providing specialist services to clients spanning destinations, hotels and resorts, F&B operators, airlines, health and wellness retreats, property (residential, commercial, hospitality), and luxury consumer goods.

By bringing together leading professionals in their respective markets, TLN combines the advantages of global reach with those of local market knowledge.

In addition to being the representative agency for the network in Australia and New Zealand, AWA’s Managing Director, Anne Wild, helps lead the network’s Asia/Oceania Regional Unit.

After beginning her career in radio journalism, Amity (thankfully) made the switch to PR, joining AWA in 1999. Since then, she’s expertly navigated numerous high-profile clients through myriad multi-faceted marketing campaigns, as well as worked tirelessly to ensure our pro bono and non-profit clients enjoy their share of the limelight.

These days, Amity spends her time keeping the AWA team on track, on budget, and having a good time. With her cool head, industry connections and knack for clear communication, Amity’s leadership behind-the-scenes is second to none.

As MD and Head of AWA’s Business & Innovation division, Anne remains firmly focused on the road ahead for both the agency and its clients – drawing on her 30 plus years’ experience in the fields of PR and marketing communications.

Prior to establishing AWA in 1998, Anne honed her skills with a number of leading PR companies including Ogilvy & Mather PR, Burson-Marsteller and Hill & Knowlton before further enhancing her corporate communications skills with in-house PR management roles at Clubs NSW and Volkswagen Australia.

With key expertise in the areas of brand marketing, strategic planning, media relations, corporate communications and issues management, Anne conceives original campaigns that get results – and she has the track record to prove it.

With over 20 years’ experience in both public relations and large scale event management, Nikki’s decorated career has seen her hold senior in-house and agency positions, working with some of the world’s leading travel, lifestyle, fashion and beauty brands in Australia and overseas.

Always ‘digging deep’ to achieve outstanding results, Nikki’s passion  for conceiving creative concepts and implementing extraordinary events ensures her campaigns have maximum impact.

With a background in agency PR for clients in both the consumer and corporate spheres, in industries ranging from finance and fashion to FMCG, Mel has found her niche delivering real (and unreal!) results for our Travel & Lifestyle clients, especially in the expanding cruise sector.

A hands-on operator with wide-reaching local and national media contacts, Mel manages client PR strategies from end-to-end and can turn her hand to everything from drafting media relations and influencer marketing to managing crises and coordinating major media and launch events.

Multi-tasker is Georgia’s middle name, and digital and social media make her world go round. Highly experienced in all things on-line, Georgia is an expert at conceiving and creating successful digital and online campaigns for our clients, from strategy through to graphic design.

From Instagram, LinkedIn, Facebook and Twitter to a constantly evolving parade of new digital platforms, Georgia has her finger on the online pulse and is our go-to team member for the latest insights and ideas in the digital realm.

In the past twenty-five years, there’s hardly an industry sector that Anna hasn’t touched. Sports, technology, education, food and beverage, health, international trade and enterprise, nutrition, and retail – but the travel and lifestyle sector is her sweet spot, and it’s where she spends most of her energy (and frequent flyer points) these days.

From media relations to event management, brand building, sponsorship management, social media, stakeholder relations to crisis management, Anna has been part of award-winning PR teams in New Zealand, the UK and Samoa. Fortunately for us, she now calls Australia home, and she’s sharing her wide-ranging PR and marketing expertise with AWA’s Travel & Lifestyle clients.

Leanne Fonagy is a results focused and well-respected marketing and public relations professional with over 20 years’ experience in the tourism sector encompassing cruise, hotels, DMCs and destinations.

She has held Marketing Communications roles for several International Tourism Boards and PR agencies and worked internally for a global cruise line for close to seven years – first as Director Marketing (Asia Pacific) and later Director Communications, Events and Partnerships.

Leanne loves the challenge of using her skills in strategic global partnerships and brand management, along with her extensive network of industry connections, to take client campaigns to new heights.

Officially ‘launching’ her career in PR, Emily joined AWA after graduating from Macquarie University with a Bachelor of Arts majoring in Media, Communications and Culture. Fascinated by global events, innovative ideas and emerging industries, Emily brings a fresh perspective to the AWA team, helping to conceive creative campaigns across print, digital, broadcast and social platforms.

While always to the point, Heidi’s clever copy could help sell ice to the Eskimos! A versatile copywriter with experience creating content for websites, media releases, social media platforms, white papers, scripts, blogs and more, Heidi has been scribing for AWA since 2004.

A former News Ltd journalist and professional writer for over 20 years, she’s produced impactful marketing materials for AWA clients in sectors ranging from tourism to technology, research to finance, innovation to science – and everything in between!

Lauren CowanLauren Cowan is a communications expert with a decade of PR and marketing experience working primarily across travel, tourism and consumer lifestyle brands. Lauren boasts outstanding media relationships, a supportive high empathy ethos and a results-driven outlook that is focused on delivering increased influence for brands.

Digital Communications

Navigating the digital world and social media minefield can be daunting. We’ll help choose the most effective format to engage your online audience, start the discussion – and keep them coming back for more.

Government Relations

Working with an experienced pool of lobbyists and government relations experts, AWA can help you navigate the bureaucratic red tape and provide strategic counsel on liaising with all levels of government on key projects and issues.

Crisis Communications

We are well regarded for our extensive crisis communications and reputation management expertise. In addition to being the chief point of contact, AWA is an essential member of most clients’ crisis communication teams, and we can devise preventive programs and act on your behalf in the event of a crisis which has the potential to put your organisation’s reputation at stake.


AWA can evaluate the effectiveness of existing sponsorship programs, identify and select new opportunities, and implement activities to ensure sponsorship dollars are maximised.


Our accomplished copywriters can write anything and everything – from media releases, features, editorials, eDMs and annual reports, to advertisements, white papers, websites, scripts, speeches, blogs, social posts and more – tailoring key messages for maximum cut through.

Community Relations

Techniques to get your message across at a grass roots level can take many forms. At AWA, we possess the experience and expertise to engage, motivate and educate the community about your company, campaign, project or policy.

Research & Strategic Planning

One-size-fits-all is not our style. We’ll ask plenty of questions to ensure we understand your business and objectives, and then research, devise and implement effective campaigns – on time and to budget – delivering results which exceed expectations.

Event Management

We bring to the table extensive experience in managing events – large or small – including product launches, corporate functions, media briefings, open days, AGMs, conventions and exhibitions – handling every aspect from planning through to publicity.


Whether it’s a competition, demonstration, trade incentive or give-away, the key to successful promotion is understanding what motivates your target audience. AWA devises persuasive promotional campaigns that are as equally measurable as they are memorable.

International Solutions

AWA is proud to be a founding member of the Travel Lifestyle Network (TLN).

TLN is a global alliance of leading independent, like-minded marketing communications and public relations agencies providing specialist services to clients spanning destinations, hotels and resorts, F&B operators, airlines, health and wellness retreats, property (residential, commercial, hospitality), and luxury consumer goods.

By bringing together leading professionals in their respective markets, TLN combines the advantages of global reach with those of local market knowledge.

In addition to being the representative agency for the network in Australia and New Zealand, AWA’s Managing Director, Anne Wild, helps lead the network’s Asia/Oceania Regional Unit.

Internal Communications

Involved, informed and motivated employees perform better – and produce stronger results – so keeping them in the loop and incentivised is a top priority. Whether you’re going through a change or it is business as usual, we can devise an effective internal communications program that fits your culture and is right for your team.

Media Relations

We understand how the media works and whether you wish to maximise or minimise media coverage, we have the skills to ensure you are delivering the right message, to the right audience, at the right time.


Edward Butler, Media Unit

“As Chief Media Liaison for IBISWorld for nearly five years, I worked closely with Anne and the AWA team and was constantly impressed by the professionalism and conscientiousness of everybody there. They routinely presented our work to key media markets and expertly managed our interaction with journalists, while providing crucial training and support for our new staff. I couldn’t recommend Anne Wild & Associates highly enough to anyone seeking media representation.”

Robert Bryant, General Manager (Australia)

“Over the last six years IBISWorld has worked with AWA to develop our professional media profile and innovate in our continued program of brand and product awareness across targeted sectors. In that time we have seen our inbound level of enquiry grow dramatically. We largely attribute this to our increased media profile that we now enjoy as part of our overall marketing mix that AWA has helped us develop.

The dedication of AWA and their understanding of our business has ensured we continue to break records each month for our nationwide media coverage. Understanding what works means we can continue to get a better return on our marketing spend year after year.”

Laureate International Universities

Lashvinder Kaur, Senior Advisor
Corporate Communications Asia-Pac, Middle East and Africa

Having worked with many agencies over the years, what has impressed me the most about Anne Wild & Associates is the incredible commitment and passion of the team. The AWA team has worked tirelessly on the Torrens University Australia account – always on the lookout for new opportunities for the fledgling university, which is the first to be launched in Australia in almost 20 years. Having worked alongside Torrens at every significant milestone, the team proved their mettle when working on the commemorative launch of the University in July 2014 by President Bill Clinton, the Honorary Chancellor of Laureate International Universities. The team handled an unprecedented level of media queries in their unflappable, calm manner and the results have been incredible.

AWA is constantly on the lookout for new opportunities and has helped negotiate strong editorial and opinion pieces, and secure prime interviews and media opportunities for Torrens. Once given a brief, the team at Anne Wild & Associates has been tenacious in fostering the most valuable media opportunities and securing placement of thought leadership pieces in key vertical titles. An analytical mindset coupled with a pulse on the latest trends and developments in the marketplace has brought great value to the brand.

I have consistently found the AWA team to be talented, effective and professional. This has been invaluable in helping Torrens University Australia create an impact in the highly competitive higher education landscape.

Roadshow Films

Emma Snowden

Marketing Manager NSW

“Working with Anne Wild & Associates was a total delight from start to finish – the team was extremely professional, organised and helpful throughout. From our initial meetings to the final fulfilment of the promotion, their support, communication and attention to detail were unparalleled. We very much hope to work with them again in the future.”

Norwegian Cruise Line Holdings

Steve Odell, Senior Vice President & Managing Director Asia Pacific

Oceania Cruises & Regent Seven Seas Cruises

“Following the opening of our inaugural Australasian office in Sydney in October 2015, NCLH appointed Anne Wild & Associates to devise and implement an integrated public relations program to promote the company’s three brands in AU/NZ – Regent Seven Seas Cruises, Oceania Cruises and Norwegian Cruise Lines. While NCLH is the third largest cruise line operator in the world, we had to commence operations in the region very much like a start-up and AWA has been instrumental to our success so far. Through a multifaceted program encompassing strategic media and trade relations, familiarisations, events and creative partnerships, AWA helps us to achieve impressive, ongoing traction and cut-through in what is a highly competitive market.”

Travel Media

Jana Frawley, Editor-in-Chief, Escape

Anne Wild & Associates executes their work with all the essential attributes of a top notch PR company: precision, timeliness, and an exceptional level of detail and creativity. They understand Escape’s content strategy and working rhythm and work hard to deliver what we need while meeting their clients’ expectations. However, it’s the calibre of the team that deserves the greatest praise. The women of AWA are smart, engaging, intuitive and, most of all, a delight to work with. I’m more than happy give them my endorsement.

Cathy Wagstaff, CEO / Group Editor, Signature Media

Signature Media is the largest independent publisher of luxury and family travel in the APAC region and relies heavily on having good relationships with PRs. Those who respond quickly with images and information and keep us informed on client updates make it very easy to work with them. Over the last four years we have worked with Anne Wild & Associates we have found them professional and that they go the extra mile with their clients’ interests at heart. The team at AWA has their fingers on the pulse and never seem to miss an opportunity.

Lee Tulloch, Contributing Editor, Vogue Living

I’ve worked with Anne Wild & Associates over the past couple of years on a few of their accounts, most notably Regent Seven Seas Cruises and The Fullerton Hotels and Resorts. I’ve always found everyone at AWA extremely helpful and efficient in making travel stories happen for Vogue Living, with very good follow-through. It has been a pleasure to work with them, and I hope to do a lot more with the company in the future.

Bruce Piper, Managing Editor and Publisher, Travel Daily

We regularly deal with Anne Wild & Associates, who represents a range of key travel brands. We have always found Anne and her team to be exceptional, with their intimate understanding of our needs and deadlines ensuring excellent coverage for their clients. I can’t recommend them highly enough.


Paul McClean

Business Development Manager

“Just a short note to thank you for your hard work throughout the year. The media coverage your company generated to officially launch Intracorp was extremely beneficial in the early stages of our business development, and the support provided by you and your team was of real assistance during such a frantic period for our company.

The subsequent Sydney and Melbourne events you coordinated to officially launch sportsbiz.com.au, our first business-to-business portal, also provided an excellent base from which to commence our rollout of portals.”


Oliver Mann

Marketing Manager

“I wanted to formally express my thanks and appreciation for all your efforts in making the Australian launch of the New Beetle a highly successful event.

This was certainly the most ambitious launch we have ever staged, combining press, Volkswagen dealers, Volkswagen staff, VIP customers, suppliers, owner club members and film competition winners into a single event … not to mention the public involvement on the second day.

Given that the event encompassed flights, transfers, hospitality, presentations, handout materials, drive events, a training session, a Q&A session and an evening party ‘spectacular’, it was no small feat that it was all pulled off without a hitch.

The real measures of the success of the event were that all of our guests had a great time AND it all looked easy.

The profile the New Beetle has enjoyed within the media has been unprecedented and there is a palpable sense of excitement among dealers and the general public.

Many thanks for all your efforts in the planning, preparation and organisation of the event – it was a HUGE success!!

Mat McLachlan Battlefield Tours

Mat McLachlan, General Manager

“When we employed Anne Wild and Associates in early 2008, Anne and her team knew they faced a challenge: we had never worked with a PR agency before and we were expecting big things. I’m delighted to say that our expectations have been thoroughly exceeded. Anne and her team have consistently delivered the right message to the right people at the right time. The profile of our company has increased substantially, and a big part of that is due to the efforts of the AWA team.

It’s refreshing to partner with a company that not only understands your business objectives, but can represent them so effectively to the media and the public. We’re looking forward to even bigger things with Anne Wild and Associates.”

Singapore Tourism Board (STB)

Ms Carol Lian, Area Director for Singapore Tourism Board

“Singapore Tourism Board had an association with Anne Wild & Associates for eight years. AWA was initially appointed to service our Public Relations activities on the Eastern sea board but on 1 November 2006 their services were extended Australia-wide, and as of April 2009, also included the servicing of New Zealand after we streamlined and centralised our marketing efforts for Oceania.

STB has been very pleased with the professionalism of AWA being a boutique style agency that is not only very flexible, but is able to adapt quickly to our needs. It is an agency that is both customer focused and results orientated. The team is led by a very enthusiastic, determined, highly creative and task orientated principal. Anne Wild and her team have carried out many projects over the years for STB and they know how to carry out stunning media functions/events, negotiate fabulous yet impactful supplements and guidebooks, organise well-planned media itineraries and solicit media promotions that have generated extensive media coverage. Their hands-on approach, strong rapport and skillful negotiations with media partners have helped STB to achieve excellent and extensive coverage. STB is truly appreciative of all that AWA has done for Singapore.”

Electricity Association of NSW

Michael Sinclair

Executive Manager

“I wanted to thank AWA for the outstanding job you did for the NSW Electricity Supply Industry as part of its Y2K Public Communication and Education Program. What could have been a contentious matter for the industry given the media hype surrounding the Y2K issue was managed extremely well over the 12 month program period.

All activities coordinated by AWA including the media briefings, customer forums, speaking engagements, brochures, video and the Y2K Communications Centre operated and managed on New Year’s Eve, combined to make the program a real success . It is also pleasing to note that the Association’s relationship with the public, business sector, industry organisations and the media has also been strengthened as a result of the program.

I also wanted to take the opportunity to acknowledge the work undertaken by AWA to progress the Industry’s Public Electrical Safety Awareness Program. There can be little doubt about the effectiveness of the program with recent statistics released by the NSW Department of Fair Trading showing a continued decrease in the number of electrical accidents involving the public on the network (and in fact, a 100% reduction in deaths attributed to the network over the last two years).

Thank you again for your contribution and I look forward to working with you in the future.”

AYANA Hotels

Lindsay Kinniburgh

Director of PR and Marketing Communications 

“We have worked with Anne Wild & Associates for two years and I can confidently say they are more than just a PR partner. They offer excellent communication and reliability while providing a rich stream of opportunities among the Australian market. AYANA is delighted to have found such a proactive PR agency who proudly represents our brand requirements and provides an abundance of healthy results.”


Client gallery, past and present.


Client gallery, past and present.

Luxury Goods

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