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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.

Lara Good


Lara has over eight years’ specialist experience in the luxury travel industry, representing clients including hotels, tourist boards, luxury cruise companies, and global brands.

During her career, Lara has launched iconic countryside hotel Monkey Island Estate in Bray, worked with renowned figures in the hospitality industry including interior designer Martin Hulbert, Michelin-Starred Chef Heinz Beck, and designer Adam Tihany, and represented some of the best hotels and hospitality companies in the world, including Jade Mountain, Sani Resort, and Seabourn Cruise.

She has run a number of campaigns, such as the launch of Everyman Cinema Secret Garden at the Grove and Platinum Jubilee celebrations at ME London, and has secured front cover coverage in FT HTSI, The Caterer, BA High Life, The Telegraph and more for clients including Wilderness Safaris, YTL Hotels, Wa Ale Resort, and Admiralty Arch. Lara has a strong black book of media contacts across traditional media, broadcast, and digital and influencer sectors.

At The PC Agency, Lara heads up the luxury hospitality pod, leading on client strategies, ensuring positive and extensive results for all existing clients, and is also responsible for growing the client list.

Sarah Jackson


Sarah leads our trade marketing activities and has over ten years of sales and product experience in the travel sector working for Luxury Tour Operators including Mr & Mrs Smith, Scott Dunn and Abercrombie & Kent.

A specialist on destination marketing, Sarah has led trade and consumer campaigns for numerous tourism boards, including OOH brand awareness campaigns, joint marketing initiatives, showcase events, roadshows and trade fam trips as well as a variety of trade incentives, increasing both awareness and visitor numbers to destinations.

Prior to her role at The PC Agency, Sarah launched new product portfolios in Morocco, Turkey, Scotland and Finland as a product manager and lead the UK marketing representation for a 5* hotel in Mauritius.

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.