Media Materials

Sarah manages the preparation of all media materials associated with PR activity. This includes all PR collateral, such as fact sheets, backgrounders and media kits, the preparation…

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Media Engagement

As a specialist travel PR, Sarah is in regular conversation with travel and lifestyle editors and writers about story and photo opportunities…

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Media Famils

Offering media the chance to experience tourism product first-hand is a prime publicity opportunity, and is the best generator of multi-page features…

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The power of stories is to add meaning and depth to the experience of a destination – or hotel, bar or restaurant – and to create a more personal connection…

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Content Creation

Sarah writes and edits copy, and creates content for blogs, websites, newsletters, social media and marketing collateral.

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Creating themed events around a product’s key attributes is another effective way to tell its story to media. Cleverly planned events recreate an experience of the product in a remote location…

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Social Media

Social media goes hand in with regular media activity. Sarah Shields regularly posts on clients’ social platform to maximise the reach of in-the-moment images…

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Please scroll through our list of current clients. Click through to find out more.

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Case Studies

Please see following a selection of case studies that demonstrate our work

Baillie Lodges Welcomes The Louise to its Growing Collection July 2021

For Baillie Lodges, the acquisition of The Louise is a natural fit within its brand portfolio, representing the culmination of many years of industry association, collaboration, and shared friendship. The Louise’s loyal guests and its team of dedicated staff can expect a seamless transfer of ownership, with all staff remaining at the lodge under the leadership of esteemed General Manager, Kylie Mansfield.

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Working with Sarah Shields

Sarah is an independent public relations professional specialising in the travel and tourism industry.

Sarah operates as an independent public relations consultant with the dedication and function of an in-house employee, working closely with client marketing and operations teams for an integrated approach.

Sarah offers an agency alternative, with a personal, hands-on approach and the cost-benefits of working free of agency overheads. Sarah is set up to work remotely and flexibly to fit in with client requests.

Sarah reports on a monthly basis with activity and media coverage summaries.

Sarah brings her full range of media contacts and PR services to each task, and works regularly alongside federal and state tourism offices as well as industry stakeholders, offering a positive PR return for all parties.

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Recent media coverage highlights

Luxury Lodges

Slow, steady travel the new normal

LUXURY LODGES OF AUSTRALIA; How to travel well as we emerge from the so-called pandemic pause?

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Lirrwi Tourism

Best NT holiday experiences

RACQ; Bordered by the Arafura Sea and Gulf of Carpentaria, Arnhem Land is an unspoiled wilderness region, known for its remoteness, pristine landscapes and Aboriginal culture

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Baillie Lodges | Luxury Lodges | Silky Oaks Lodge

Six of the best Australian luxury lodges

Traveller; Sitting in the picture-perfect Glasshouse Mountains, Spicers Peak Lodge is just a two-and-a-half-hour drive from Brisbane,

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Luxury Lodges

Australia wildlife safari holidays: How to go on safari without going to Africa

Traveller; The safari Landcruiser crunches gravelled quartzite and whips spear grass as it carries us up the rise. At the top, we peer out into a seeming infinity.

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See testimonials about our work from clients

It’s such a pleasure working with Sarah Shields on the Lord Howe Island Tourism account. She is professional, passionate and dedicated to her clients’ brand and expectations. Sarah is very well respected within the industry with an extensive portfolio of experience and successes. She has brought a personal touch to our brand and I can’t sing her praises highly enough! Trina Shepherd
Executive Officer – Lord Howe Island Tourism
Travel writers are always pressed for time so when we need help, we turn to the PRs who always deliver – like Sarah Shields. Ute Junker - Travel Writer
Um, excuse me but you have the best clients! Georgia Rickard
Editor at Large - Hardie Grant Media
This is like having the ultimate agent - an all-in-one travel agent, real estate agent and publishing agent, taking care of my trips, accommodation and work! Louise Goldsbury - Travel Writer
I recently remarked to Emma Welling at The Louise that the press release about the sale to Baillie Lodges was so well written that I actually looked up who the PR agent was – and now here we are! Jess Greatwitch
Interim Regional Tourism Manager - Tourism Barossa
Sarah was one appointed and threw herself into the business with dedication, sensitivity, passion andenthusiasm. She quickly endeared herself to the Yolngu people and embraced all aspects of the potential for Indigenous tourism and its potential. John Morse
Throughout that time, Sarah was a highly regarded member of our team, who showed great passion and commitment in her role. Sarah’s friendly nature and passion for travel meant she was also an excellent escort. Not only did she establish and maintain strong relationships with the media she hosted, she was also a great ambassador for MG Media and its clients. I would have no hesitation in recommending her for a PR role involving the coordination and delivery of media famils. Libby Moffett
Principal - MG Media Communications
Sarah has a warm understanding of people and the necessary elements in promoting tourism products across a wide and varied spectrum. Bill Wright
Chairman - ID Events Australia
Sarah has planned, pitched, coordinated and hosted a number of media famil groups, and also pitched individual visits for key media targets on famil visits to the lodges. She has also worked with the various state tourism bodies on international famil visits, and maintains good working relationships with the various PR teams, as well as with stakeholderssuch as regional and commercial airlines, and National Parks authoritiI can wholly recommend Sarah in her capacity to coordinate and host media famils. She is trustworthy, friendly and loyal James Baillie
Director - Baillie Lodges