+44 (0)20 7768 0001

Sign up to our newsletter

Privacy policy

About Us

An expert, “on it” travel PR and brand team that proactively delivers strong results for hotel, airline, tourism board, tour operator and cruise line clients.

At last, there’s a consultancy which understands the travel and tourism sector inside-out – with passionate, talented people who are also easy to work with. We work as an extension of your own team, focused on delivering the results you need when you want them.

The Leadership Team

Andrew Dunn


An energetic travel entrepreneur who founded and built up the tour operator Scott Dunn (where he is still President) before successfully selling some of his stake to focus on new ventures, including The PC Agency.

Andrew has substantial experience of understanding hotels and tourism companies, and what makes consumers book the ultimate holiday.

Paul Charles


A highly-respected analyst and commentator on the travel and tourism industry, Paul has been named as “The Most Influential Consultant in Travel” by PR Week magazine for seven years running (2017 – 2023).
Paul advises leaders of luxury travel brands, government ministers worldwide, and comms teams in airlines, hotels, destinations and tourism boards, as well as at cruise lines and tour operators. He is also the consultant you want in any crisis.
He was asked by the travel sector to lead two pro-bono, giant campaigns of the Covid pandemic – Quash Quarantine and Save Our Summer. Both were successful in getting the government to open up the travel sector faster than otherwise planned.

A former BBC TV and Radio news presenter, Communications Director for Sir Richard Branson at Virgin Atlantic, and Comms Director for Eurostar, where he launched the UK’s first high-speed line, Paul set up his own travel consultancy in 2011, wanting to deliver high-impact strategy and media coverage for clients, on and offline.

Paul’s other awards include winning PR Week PR Professional of The Year and TravMedia PR Professional of the Year, in 2022. He has been in the PR Week Power Book every year since it launched in 2006. He has also been voted one of “London’s Most Influential” by the Evening Standard and won the “Most Effective Crisis Comms During Covid” at the Corp Comms Awards 2020.

Katie Moine


Katie is an experienced travel consultant, having overseen innovative campaigns for tourism boards, airlines, cruise lines and tour operators. This has included building the reputation of Visit Rwanda, extending the tourism season for Visit Finland, ship launches, airline route launches and much more.

Prior to her time in London, Katie worked at a boutique agency in Sydney, Australia where she worked closely with the national tourism board Destination NSW promoting their consumer events.

Michael Johnson


Mike is our aviation PR specialist and has been working in the sector for the last 16 years. Recently promoted to Director of News & Crisis to reflect his strong news and crisis comms focus he has previously worked as Corporate PR Manager for Qatar Airways and Consumer PR Manager for British Airways, with extensive crisis comms experience.

Michael began his career working as a journalist before moving into PR working for the Automobile Association and the BBC, living in Australia, Singapore, Qatar and the US.

With extensive media contacts and a strong record in reactive and proactive PR, dealing in route, aircraft and product launches, Mike’s experience in the aviation PR sector has few rivals.

Sophie Holloway


Our travel trade specialist and strategic lead for some of our tourism board clients,  Sophie has worked with more than 30 travel brands during her career and brings her expert knowledge of the intricacies of the travel sector.

Sophie joined The PC Agency from adventure travel giant, Intrepid Travel, where she was Marketing Manager, leading the B2B marketing team to increase industry sales across the EMEA region. Prior to this, she worked for two UK travel representation agencies, with clients including Kenya Tourism Board, NYC & Company and PromPeru. 

Sophie has led a number of successful consumer and trade campaigns to help clients increase visibility, change perceptions and achieve their visitor arrival goals. This includes showcasing Kenya’s adventurous side through multichannel digital campaigns; launching the first overseas representation office for Vietnam Tourism Board, and organising engaging fam trips and sales missions.

She leads the strategy for our trade representation clients including the global contract with Zambia Tourism Agency and is also responsible for growing our trade client base. 

Frankie Matthews


Our creative lead at the agency, Frankie joined The PC Agency in 2014, working her way up to her current position on the senior leadership team. With over nine years specialising in travel, Frankie is a destination PR expert having worked with tourism boards including Tourism Ireland, Choose Chicago, Tourism New Zealand, Monaco Tourist Authority, and the Kenya Tourism Board.

Frankie’s creative approach to public relations helps ensure the strategic planning of each destination is unique and newsworthy, and puts them at the forefront of the media in the UK, not just in the travel pages, but across lifestyle, food, sport and beyond. Her experience and knowledge of the travel industry helps cultivate key media relationships, and results in creative ideas through publicity stunts, media and consumer events, social media, and brand partnerships. Frankie operates a proactive press office to deliver strong destination messaging through print, online, and broadcast coverage whether through press releases and pitching or press visits.

Frankie has a track record in implementing and delivering successful influencer partnerships and visits, she ensures the top influencers in the market are visiting her client’s destinations, promoting various events, brand pillars and messaging, and over her career has been able to offer valuable influencer recommendations in a landscape that has been continuously evolving.

Anastasia Mills


Annie heads up our Luxury Hotel & Hospitality team at the agency. She is a hotel specialist with seven years’ experience in the travel industry, and brings her expertise to campaigns for our luxury and boutique hotels, as well as tour operators and villa specialist clients.

Annie is responsible for overseeing client strategy and managing day-to-day client liaison. Annie's strong contacts in the media and PR world aid her talent for securing unbeatable coverage, brand partnerships, hosting press trips and media event planning.

She has worked on a number of hotel launches and represented leading hotel, villa specialist and tour operator clients such as The PIGS, Lime Wood, Le Sirenuse and La Sultana Hotels. She currently oversees Glenapp Castle, Villa Treville, Kamba Africa, The Zetter, The Bradley Hare, Wild Frontiers, Masseria Pistola and WildLuing.

The PC Agency is a member of the Travel Lifestyle Network (TLN) and represents the United Kingdom within its global network of owner-managed marketing and communications agencies serving tourism and lifestyle clients.

Each agency in this international association is a dominant player in their specific region and a recognised specialist in all aspects of tourism communications. Network members collaborate to deliver international know-how to clients seeking local, regional, national or international connections and reach. At the heart of everything TLN does is a fully integrated approach to promoting lifestyle clients, specific destinations, travel brands and hospitality services to as wide an audience as possible.