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Independent communications agency Anne Wild & Associates (AWA) has secured the prestigious public relations account for The Lux Collective – an exclusive portfolio of 13 luxurious resorts and hotels located across Mauritius, Reunion Island, the Maldives and China – with future openings scheduled in Mauritius, Vietnam, France, Italy, the UAE and China over the next five years.

The Lux Collective encompasses four distinct hotel brands – LUX* Resorts & Hotels, SALT, Tamassa, and SOCIO – each with their very own unique personality and energy, yet sharing an overarching commitment to responsible management and inclusive economic development. 

Commenting on AWA’s appointment, Ms Grace Lee, Vice President of Public Relations for The Lux Collective said, “This is an incredibly exciting time in the evolution of our four brands, and Australia in particular continues to grow in prominence as a significant source market for our hotel.

“With more than 20 years of specialist experience in travel and lifestyle PR and an impressive track record in the successful promotion of leading hotels and resorts, we are delighted to be partnering with AWA to further enhance our presence in Australia as well as enquiries and bookings from across the country,” said Ms Lee. 

AWA secured The Lux Collective account following a competitive pitch after the departure of incumbent Australian PR representative Megan Staal from Alchemy PR who is moving to Singapore. “Megan has been an immense support and has done an amazing job to represent LUX* Resorts and SALT in Australia over the past 8 years, so while we are sad to see her go, we are equally delighted to now have AWA on board,” said Ms Lee.

 Ms Anne Wild, Managing Director of the agency, said AWA was incredibly excited to be representing such a unique hospitality brand in Australia. 

“Apart from The Lux Collective’s genuine and demonstrable commitment to sustainability, so important in today’s era of heightened environmental consciousness among global travellers, we are particularly excited to elevate awareness about the group’s unique approach to luxury travel, hospitality and connections to local communities in meaningful ways – all delivered in some of world’s top ‘bucket-list’ holiday destinations.”

The Lux Collective is the latest in a series of new account wins for AWA, which also recently announced the addition of the Mykonos-based The Myconian Collection and Maldives Tourism to its burgeoning travel and lifestyle client roster.

“From magical Mauritius and the Maldives to the exotic Far East, AWA is excited to be adding the luxurious The Lux Collective to its portfolio of leading travel clients in 2019,” said Ms Anna Caswell, Head of AWA’s Travel & Lifestyle Division.