Leading tourism PR and marketing agency, GTI, is ending 2024 on a high and positioning itself for a robust 2025. The agency has welcomed several new business partnerships and strategic hires, underscoring its commitment to delivering compelling tourism campaigns across Australia and New Zealand.
GTI’s recent successes include re-establishing partnerships with prominent travel brands LATAM Airlines, Santa Monica Travel and Tourism, and the Nashville Convention & Visitors Corp (NCVC). These wins reflect GTI’s industry expertise, ability to resonate with the Australian and New Zealand markets, and growing reputation as a go-to agency for impactful tourism marketing.
LATAM Airlines Rejoins GTI Portfolio for Major PR Push in Australia
After a rigorous pitch process, LATAM Airlines, the largest airline network in South America, has chosen GTI to spearhead its PR and consumer marketing efforts in Australia. This decision marks LATAM’s return to GTI’s roster after a hiatus since 2021, reaffirming the agency’s credibility and influence in the travel and aviation sectors.
GTI’s collaboration with LATAM comes at a time of renewed excitement, as the airline is set to relaunch its direct Sydney-to-Santiago route and increase direct flight frequency from Melbourne. These developments aim to reignite Australian interest in South American destinations. GTI’s PR and consumer marketing team will work closely with LATAM to generate awareness and inspire Australians to explore the vibrant landscapes, diverse cultures, and adventure offerings South America provides.
“We’re thrilled to welcome LATAM Airlines back to the GTI family,” said Sarah Anderson, GTI Founder and Managing Director. “Australians are once again able to travel with greater ease, and our team is committed to crafting campaigns that capture the spirit of South America, drawing more Australians to these extraordinary destinations.”
Santa Monica and Nashville CVB Extend Partnerships with GTI
GTI’s continued momentum is evident in the renewal of contracts with Santa Monica Travel and Tourism and the Nashville Convention & Visitors Corp. Each client has entrusted GTI with extending their presence and increasing appeal among Australian and New Zealand travellers.
Santa Monica Travel and Tourism, which joined GTI’s portfolio in 2023, will continue to benefit from the agency’s expertise in destination marketing. GTI’s services for Santa Monica include a suite of PR, sales, and marketing initiatives to showcase the city’s unique Californian charm to Australian and New Zealand audiences.
Meanwhile, the Nashville Convention & Visitors Corp has re-signed GTI to lead its PR campaigns. The company aims to captivate Aussie and Kiwi travellers with Nashville’s rich musical heritage, culinary offerings, and Southern hospitality.
“These long-term partnerships with iconic destinations like Santa Monica and Nashville underscore GTI’s commitment to delivering excellence and creating resonant campaigns that captivate and engage travelers,” said Anderson.
GTI Welcomes New Talent to Drive PR Excellence in 2025
In anticipation of a busy 2025, GTI has expanded its PR team with the addition of two experienced professionals. Thalia Aconley-Jones joins as Group Account Director, bringing a wealth of knowledge and expertise from her previous role at History Will Be Kind. She will oversee GTI’s PR team and enhance the agency’s ability to deliver exceptional tourism campaigns.
Additionally, GTI has appointed Analisse Mammone as Senior Account Manager. With a background in luxury branding at LVMH Luxury Group, Mammone brings a refined approach to crafting tourism experiences that resonate with discerning travellers.
“These new hires mark an exciting chapter for GTI as we continue to grow our expertise and prepare for an ambitious 2025,” said Anderson. “Our team is now stronger than ever, and we’re looking forward to developing impactful campaigns for our clients and supporting the tourism industry’s continued recovery.”
2024: A Year of Major Milestones for GTI
Reflecting on a year marked by industry challenges and achievements, Anderson highlighted GTI’s success in driving awareness and generating demand for diverse destinations. The agency has launched consumer campaigns across outdoor, radio, broadcast, digital, and print channels, delivering real economic and social benefits to clients.
“2024 has been a year of incredible growth and success for both GTI and our clients,” Anderson noted. “We’re seeing air capacity returning to pre-pandemic levels, and Australians have more options for holiday destinations. Our team has delivered outstanding results that support our clients’ goals, building strong connections between travelers and these incredible destinations.”
As a certified B Corp, GTI demonstrates its commitment to responsible tourism. The agency’s newly launched website includes resources on sustainable purchasing, B Corp certification, and GTI’s client success stories. This aligns with GTI’s mission to lead by example in promoting ethical and sustainable tourism practices.
With the foundation laid for an impactful 2025, GTI is ready to elevate its clients’ brands and help travellers reconnect with the world meaningfully.
Written by: Karuna Johnson
