Hamilton Island axes award-winning PR team
The award-winning PR consultant for Hamilton Island, Sophie Baker, has been made redundant after the upmarket travel destination deemed its internal public relations team to be an unnecessary expense. News of Baker’s redundancy emerged shortly after she was named PR Professional of the Year award at last week’s CommsCon Awards.
Baker, pictured left, was last week named PR professional of the year
Baker and Katie Cahill, were axed for “financial reasons”, with Baker telling Mumbrella she was “surprised” but “respected the business decision” of Hamilton Island Enterprises, which is owned by the Oatley family.
A third team member, Gemma Christie, is currently on maternity leave and has told Mumbrella in April she has not been contacted about redundancy.
It is understood PR firm Sefiani, which has provided agency support on the Hamilton Island account for six years, will continue in its role.
Along with heading the PR strategy for the Oatley brands, which include Hamilton Island and Robert Oatley Vineyards, Baker oversaw corporate communications for Team Australia, the sailing team for Hamilton Island Yacht Club which is the ‘Challenger of Record’ for the 35th America’s Cup.
She joined Hamilton Island’s internal PR team in 2011. Communications manager Gemma Christie had been with the firm since March last year while regional communications manager Katie Cahill spent more than seven years promoting the tourist hotspot.
Baker admitted she was disappointed at the decision of Hamilton Island Enterprises to ditch the in-house PR team, describing it as a “financial” move.
“Yes I was surprised, but I respect that it was business decision. It was certainly nothing personal at all. It was financial and they wanted to reduce the spend in that department,” she said. “I can’t comment on why they made that decision. There is no financial trouble per se so you would have to ask them.”
Baker added: “I loved working with the family. It was an incredible experience. And yes I was surprised but by the same token I appreciate it was a business decision.
“I’m now looking forward to the opportunities that lie ahead.”
One of those opportunities could be the creation of her own agency. Baker said going it alone was a “consideration”.
“But I also really enjoy working with teams and bringing brands to the fore,” she said. “I haven’t made any firm decisions. I am taking time off but will be back out in the market.
“I’m still very much considering my options.”
Steve Jones
Updated April 25: In the original version of this article Gemma Christie described as being made redundant. Subsequently Gemma has contacted Mumbrella to say she is on maternity leave and has not been contacted about redundancy, and is expecting to have a job to return to in 12 months time.
i imagine all of Sefiani’s clients are looking over their shoulders…..
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What a shame. Sophie and her team had been doing some fantastic and very creative work with social media. Please someone else snap up this lovely lady quickly.
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