New marketing and PR agency launches with sustainable travel focus

New marketing and PR agency launches with sustainable travel focus
By Alexandra Coulton


Senior tourism marketing and communications heavyweights have joined forces to launch a new purpose-driven agency to support like-minded brands.

Helm, which was created by Andrew Cavallaro and Rachel Jones, is an independent agency with a presence in both Sydney and Brisbane that provides full-service strategic marketing and communications solutions for the travel and hospitality industries, offering expertise in PR, marketing, brand strategy, market representation, content and digital.

With 30 years of combined experience in the tourism industry, Jones and Cavallaro have established Helm to focus their skills on values-driven work. Their mission is to centrepiece a conscious way of travelling and to promote the positive work of travel and hospitality brands.

Prior to launching Helm, the two worked together in senior positions at travel and lifestyle marketing and communications agencies including GTI Tourism and Example.

Jones has also held in-house roles with Marriott International and BridgeClimb Sydney, whilst Cavallaro has executed marketing campaigns for brands such as Tourism & Events Queensland, Eurail, Promperu and Papua New Guinea Tourism Promotion Authority.

“Rachel and I have always been passionate about working for travel and hospitality brands that have a positive impact on the destinations and communities they touch, whether that’s environmentally, socially or economically,” said Cavallaro.

“Now more than ever, the industry needs our support. We want to focus our efforts on helping it get back on its feet, as well as helping build a more sustainable future.

“We provide like-minded clients with big agency thinking and strategic approaches, but through a more accessible model, offering cost-effective services of the highest quality at a time when they need it the most.”

Jones added: “After working in the industry for many years and experiencing the impact of COVID, we knew there was a more meaningful way we could contribute and put our expertise to good work.

“COVID has forced the travel industry to reset and to consider its role in not only sustaining, but regenerating our planet.”

“Travelling responsibly and with purpose has the power to positively impact people and places, and the industry has the potential to be a force for good.”

Helm’s foundation clients include brands that are leaders in the responsible travel space such as Ecotourism Australia and the United Nations World Tourism Organization (UNWTO).

The agency helped Ecotourism Australia, the peak membership organisation for ecotourism operators in Australia, develop its 30th-anniversary brand and communications strategy.

The UNWTO engaged Helm to deliver a creative content series, providing insight into how COVID has shaped the lives of those in the Pacific’s tourism industry, and to highlight the value of tourism in advancing sustainable development.

The agency is also a proud partner of ReForest Now to support the regeneration of Australian rainforests.

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