Virtuoso, the global luxury travel network, has appointed Sydney-based BLACK Communications as its public relations agency within the region.
BLACK will work alongside the local and global Virtuoso teams to develop and implement a strategy to further elevate the Virtuoso brand and profile amongst high-value travellers for the benefit of its travel agency members, travel advisors and preferred partners.
The new dedicated investment in Australia and New Zealand comes on the back of Virtuoso celebrating 20 years in the region with its 1,800 travel advisors within the market playing a significant role in contributing to the network’s annual global production of AUD$53 billion in luxury travel sales.
Recognising the strong potential within the region amongst its core clientele of ultra-high-net-worth and high-net-worth travellers, Virtuoso will continue to raise awareness of the brand and value its members and partners provide to those seeking exceptional travel experiences.
“Australia and New Zealand are significant markets for Virtuoso, and the commitment to growing our brand presence in this region continues as we name BLACK Communications as our PR agency,” said Misty Belles, Vice President, Global Public Relations.
“After a lengthy review process, we determined that BLACK’s stellar reputation, strong media connections and keen understanding of the market are ideally suited to help amplify Virtuoso’s story within the region, tapping into our industry-leading insights and trusted relationships with our travel advisors and partner brands. The addition of BLACK complements and supports the incredible team already in place within the region, including General Manager, Greg Treasure and Marketing Director, Zoe Dean,” said Belles.
Sophie Curtis, Managing Director of BLACK Communications added: “BLACK is proud to represent some of the world’s most powerful luxury travel brands, and absolutely delighted to welcome Virtuoso to our portfolio. Virtuoso is the voice of luxury within the travel industry, and we look forward to sharing the brand’s unique vision and groundbreaking, global perspective combined with regional intel on luxury travellers and luxury travel trends.”
BLACK will work closely with the team during Virtuoso Travel Week in August sharing insights and trends revealed during the event.
In October, Virtuoso Executive Vice President David Kolner will visit Australia, coinciding with the release of the annual Virtuoso Luxe Report.
BLACK is a leading luxury PR agency that includes among its client portfolio such brands as Belmond; Captain’s Choice; One&Only; Scenic Eclipse; The Ritz-Carlton, Melbourne; Kokomo Private Island; Dom Perignon; Veuve Clicquot; Champagne Krug; Christian Louboutin, Panerai; and Museum of Contemporary Art Australia.
In other recent local news for the group, Michele Duncan was announced as its new Account Director, Member Relations earlier this month.
For more information, visit virtuoso.com
