The Lux Collective appoints Anne Wild and Associates to its Australian PR account

Communications agency, Anne Wild and Associates (AWA), has won the Australian public relations account for The Lux Collective, a hotel and resort group that has locations Mauritius, Reunion Island, the Maldives and China.

AWA’s appointment follows a competitive pitch process, following incumbent PR representative, Megan Staal of Alchemy PR, moving to Singapore.

The Lux Collective has appointed Anne Wild and Associates to its public relations account

Grace Lee, vice president of public relations for The Lux Collective, commented on AWA’s appointment: “This is an incredibly exciting time in the evolution of our four brands, and Australia in particular continues to grow in prominence as a significant source market for our hotel.

“With more than 20 years of specialist experience in travel and lifestyle PR and an impressive track record in the successful promotion of leading hotels and resorts, we are delighted to be partnering with AWA to further enhance our presence in Australia as well as enquiries and bookings from across the country.”

Lee also thanked Staal for her work on the brand.

“Megan has been an immense support and has done an amazing job to represent LUX* Resorts and SALT in Australia over the past 8 years, so while we are sad to see her go, we are equally delighted to now have AWA on board,” Lee said.

AWA managing director, Anne Wild, said in a statement: “Apart from The Lux Collective’s genuine and demonstrable commitment to sustainability, so important in today’s era of heightened environmental consciousness among global travellers, we are particularly excited to elevate awareness about the group’s unique approach to luxury travel, hospitality and connections to local communities in meaningful ways – all delivered in some of world’s top ‘bucket-list’ holiday destinations.”

Anna Caswell, AWA head of travel and lifestyle, added: “From magical Mauritius and the Maldives to the exotic Far East, AWA is excited to be adding the luxurious The Lux Collective to its portfolio of leading travel clients in 2019.”

Mumbrella has approached Staal for comment.


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