30 June 2009

Ex-Virgin Holidays brands chief joins PR and marketing firm

Virgin Holidays’ former brand and communications general manager Helena Beard has taken a new marketing job.

She has joined travel and leisure specialist KBC PR & Marketing as marketing director after seven years in her role at the operator

Beard will work with KBC clients on brand and communications issues and developing a strategic marketing consultancy service.

She will also be responsible for the agency’s own marketing activities including developing a new website and re-brand for the 11-year-old consultancy.

KBC clients include destinations Florida Keys & Key West, Travel Alberta and Capital Region USA, leisure centre operator Freedom Leisure and tour operator Travel City Direct, part of the Virgin Holidays family.

Agency owner, Kate Burgess-Craddy said: , "I’m delighted that Helena has joined us bringing her extensive client-side marketing experience to augment our team skills.

"We believe that there are many potential clients out there who have had to lose their senior level strategic thinkers in the downturn and so need to fill that gap with consultancy advice.

"Consolidation in the industry has also brought challenges around brand architecture. With Helena, we are perfectly poised to respond to that need.

"We are also looking to offer destination clients a much more marketing-led approach in the UK and Europe, coordinating their advertising, sales and PR activity into a seamless campaign and placing Brand right at the heart of everything we do.

Beard said: "KBC is one of the few specialist agencies working within the travel sector which has a true interest in the importance of brand, taking time to really understand its clients’ brand strategies and develop PR and marketing plans to support them.

"I also believe there are fantastic opportunities to expand the business and will be seeking to grow the marketing, sales representation and digital sides of the agency."

by Phil Davies