Jayne Alexander has extensive experience in the luxury travel PR sector. Having led marketing for the Virgin Group and now managing strategies for leading independent hotels and luxury lifestyle brands, Jayne believes PR is vital for brand positioning and awareness.
What encouraged you to start a career in luxury hospitality PR?
Dovetail naturally evolved to become the marketing and public relations consultancy it is today based on the experience of the team within the luxury travel and lifestyle sector. Between us we have over 50 combined years of working with the founders/owners of private islands, family owned hotels, chef patrons of Michelin starred restaurants and respected experts in spa and wellness, golf and ski, wildlife and conservation.
What are your favourite places to visit?
Europe for the food and culture, Africa for the air and space, the East Coast of the USA for shopping, the Indian Ocean for the beaches and India for the colours.
What is trending in 2015?
A thirst for knowledge with travel – to learn more about the local culture and arts, food and wine, wildlife and photography.
What role does Dovetail play when it comes to working with a luxury hotel?
Ultimately our role is to grow the UK and European markets for each of our clients. Our aim is to develop an integrated marketing and media strategy directed at an audience that will respond positively to become loyal clients and guests.
Why do you believe PR is important for a luxury property?
Media Relations and brand partnerships work effectively to position a new hotel. When launching as well as kick-starting a new campaign for a well-established property, it is important to create a buzz, an excitement which immediately positions the brand, sets the tone and creates a name that immediately inspires.