Craft compelling and creative PR campaigns – Developing a PR and communications strategy for Virgin Holidays which supports key business objectives and drives brand awareness globally. Proactively identifying areas to differentiate Virgin Holidays’ positioning in the market, pushing creative ideas through to completion and achieving positive coverage.
Defend and protect the reputation of Virgin Holidays - Manage reactive lines identified through external trends and/or media enquiries, bringing in appropriate stakeholders where necessary.
Develop effective partner relationships – across key departments within Virgin and externally (tourism boards etc.) to influence decision-making and deliver collaborative PR.
Work closely with other MarComms functions - ensuring major Virgin Holidays announcements are coordinated and aligned with the internal communications and government affairs teams, as well as providing advice and guidance to customer facing teams as required. Work with the digital and marketing teams to ensure all relevant activity generated is amplified socially and that SEO opportunities are maximised.
Play a key role in the crisis management team – advising and challenging where appropriate to ensure the customer is at the heart of decision-making, and relevant information is shared openly and succinctly to protect the Virgin Holidays brand. This role involves being on call out of hours on a PR team rota, managing and responding to daily reactive issues spanning Virgin Atlantic and Virgin Holidays.
Budget handling and agency management – will have oversight of the Virgin Holidays PR budget and will manage agency partners who support the smooth running of the PR function, working with them to deliver project objectives and maximum success. You will measure and assess the effectiveness of the Virgin Holidays PR function against an agreed set of targets.
Nurture media relations – you will possess an excellent understanding of the UK media landscape, with an emphasis on travel, leisure, transport and business journalists. You will oversee and manage the press trip programme and ensure it reflects the strategic priorities of the business and you’ll work with the wider press office team on media relations across travel and international titles.
Support and advise the Virgin Holidays Leadership team – setting up profile opportunities and interviews, escorting media opportunities and providing advice on messaging, tone and delivery. Working closely with them to ensure the PR plan is supporting the commercial needs of the business.