Experience

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  Switzerland Tourism

  • Toronto, Ontario, Canada

  • Media Relations Project Manager Canada and Central USA at Switzerland Tourism

    • Aug 2021 - Present
    • Toronto, Ontario, Canada

    'I need more Switzerland' couldn't be more true in these turbulent times. As PR and media relations for the Canadian and Central US markets, I join an amazing team of destination and tourism marketers helping amplify the inherent virtues of one of the most beautiful places on earth. From the arresting scenery to the wealth of extraordinary experiences, Switzerland is the perfect backdrop to author your next adventure. Follow mine @fairweatherlaura on instagram or connect with me here. I look forward to helping you author your own Swiss story.

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  Four Seasons Hotels and Resorts

  • Canada
  • Hospitality
  • 700 & Above Employee

  • Director Public Relations, Americas

    • Aug 2015 - Apr 2020

    Directed PR, social strategy and brand alignment for the Americas region and provided strategic and ongoing guidance to 50 property-based teams, including established, new and pre-opening hotels. - Partnered with Area hotel marketing, corporate teams, RVPs, and agencies to ensure brand alignment and create regional programs to achieve target media impression and engagement objectives. Achieved 46% share of voice vs comp set; ranked #1 among group.- Provide strategic guidance and direction to property based teams and act as Director PR for new and pre-opening properties (Bogota - fall 2015; Oahu, Anguilla, New York Downtown - 2016; Surf Club, Miami, Ocean Club, Bahamas - 2017; Sao Paulo - 2018; Montreal, Boston, Philadelphia, Lanai, Los Cabos - 2019)- Manage PR agencies in Brazil and Latin America; guide multi-channel activities and content integration to build brand awareness and business from and within Latin America. Direct international agencies for new openings in the Americas region-Regional role out of refreshed brand strategy including photography, copy and content guidelines and adherence to brand standards. Lead on regional film, photography and influencer shoots-Content marketing for in language sites and development of content for web and magazine properties- Develop talent for future growth including introduction of Regional PRD roles- Manage F&B PR agency - Align regional efforts with brand programs and create regional PR programs to support business objectives

  • Manager, Corporate PR

    • Nov 2010 - Aug 2015

    Led media and influencer relations for global luxury hospitality brand with 95 hotels in 39 countries with 60 projects in the pipeline. Increased brand awareness by identifying key consumer insights to develop relevant, authentic programming and story telling.* Provided strategic input to brand PR plans, emerging markets, new openings and offered mentorship and training to the hotel based PR network. * Oversaw launch of brand initiatives including launch of Four Seasons Private Jet, Private Retreats and Four Seasons Signature Sleep* Managed influencer engagement and special projects to enhance Four Seasons content network and storytelling including the launch of Extraordinary Experiences, Have Family Will Travel blog, #FSWedding #FSTaste and Cocktail Quarterly initiatives* Developed and managed industry leading press room, biweekly newsletter and developed social media approach to deepen relationships with key audiences.

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  Fairweather PR

  • Toronto, ON, Canada

  • PR consultant, Four Seasons Hotel Toronto

    • Apr 2010 - Nov 2010
    • Toronto, ON, Canada

    Developed 5 year strategic PR plan for new flagship hotel opening at Bay and Yorkville while keeping existing hotel and restaurants in the news through closure.

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  Siren Communications

  • Toronto, ON, Canada

  • Vice President Public Relations

    • Jun 2009 - Apr 2010
    • Toronto, ON, Canada

    Led 10 person PR team at a boutique PR consultancy specializing in travel and tourism.* Account lead for Mayakoba, Riviera Maya; The Hazelton Hotel, Toronto; project work for the Canadian Tourism Commission and Fairmont Hotels & Resorts for the 2010 Olympic and Paralympic Winter Games.* Led account strategy, day to day account management and business development

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  Canadian Tourism Commission

  • Canada
  • Travel Arrangements
  • 200 - 300 Employee

  • Director Global PR

    • Jun 2008 - Jun 2009

    One year contract to develop global PR strategy for national tourism crown corporation. Special projects included launch of stimulus projects to drive tourism export revenue and influence Canadians to travel within Canada.

  • Executive Director Communications & PR

    • Nov 2005 - Jun 2008

    Development and execution of Communications and PR plan for the Canadian Tourism Commission, a crown corporation with a mandate to market Canada internationally.• Led team of 7 corporate office colleagues focused on corporate communications, internal communications, media relations and public relations• Collaborate with in market PR managers in 9 international offices and provide messaging and stories for in market pitches

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  Fairmont Hotels & Resorts

  • United Arab Emirates
  • Hospitality
  • 700 & Above Employee

  • Executive Director Public Relations

    • 2002 - 2005

    Development and execution of PR strategy for leading luxury hotel brand with 44 hotels in 7 countries.* Led team of 8 corporate colleagues focused on media relations, corporate social responsibility, environmemtal program, crisis communications and corporate communications* Directed 4 agencies in UK, Germany, France and Australia* 30 Indirect on property reports and 6 regional PR reports* Launched Fairmont Heritage Place in 2003

  • Director Public Relations

    • 1997 - 2002

    Directed and implemented PR strategy and media relations for brand acquisitions, conversions and rebranding of company. * Included acquisition of Princess Hotels (1997), acquisition/merger of Fairmont Hotels (1998), re-brand of Canadian Pacific Hotels to Fairmont Hotels (1999)* Developed PR plans for new hotel openings and conversions

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  Fairmont Chateau Whistler

  • Director Public Relations

    • 1995 - 1997

    Developed and implemented PR plan for premier 4 season resort with 3 dining outlets, 28,000 sq. ft. meeting space, spa and 18 hole, 72 par golf course.

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  Holiday Inn Golden Mile

  • Director Public Relations & Advertising

    • Jan 1991 - Dec 1993

    Developed & executed marketing communications activities for mid market, 600 room hotel with 5 food & beverage outlets. Managed advertising agency and 7 in house pr and graphic design

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  Hong Kong Convention and Exhibition Centre

  • Marketing Communications Manager

    • Jan 1989 - Dec 1991

    Developed and executed marketing communications plan for first multi-purpose meeting facility of its kind in Asia. Total of 450,000 sq.ft. meeting space with in house catering for up to 2500 plus 3 food and beverage outlets.Managed print shop, agencies and staff of 2