She’s played host to royalty and celebrities, elevated Uluru’s reputation as a world-class destination and showcased the heart of Australia like never before.
But, now it’s time for a new challenge for HM Awards-winner Karena Noble, who is departing Voyages Indigenous Tourism Australia after almost 10 years at the helm as Director of Public Relations.
During her time in the position, Noble played a key role in reviving Ayers Rock Resort’s image and performance, generating up to $50 million annually of editorial-equivalent publicity for the company through innovative broadcast, online and print media campaigns.
Thanks to Noble, Voyages Ayers Rock Resort was featured in numerous global media campaigns for Tourism Australia and Uluru became a focal point for the best in Indigenous tourism and cultural experiences, while she also helped generate coverage for ground-breaking artistic events such as the Field of Light art installation, which reached over 725 million people in just the first month of the launch.
The Resort’s fortunes changed dramatically during her time leading the media relations team, with occupancy increasing from 55% in 2012 to 98% in 2019.
She was recognised for her successes at the HM Awards, winning the Communications Associate of the Year Award three times in the 2014, 2016 and 2017.
“Karena will be remembered most for her focus and energy in ensuring that our key messages were clearly reflected in any media coverage and her tenacity and commitment in inspiring so many of Australia’s most influential travel media to visit Uluru and write so positively about their experience”, said Voyages Chief Marketing Officer Ray Stone.
Noble said she loved promoting one of the world’s most iconic destinations on a daily basis and was proud of the success that was achieved in her time with Voyages.
“Helping transform the ‘Rock’ from such lows to such highs is one of the proudest achievements of my career, and while I depart the organisation with some sadness, it now has such a positive image in the tourism world that I know it will re-emerge strongly after COVID,” she said.
“I will be looking to remain in tourism media and PR, and with a new era ahead of the Australian tourism sector, I am sure there will be plenty of exciting opportunities ahead.”
Noble has over 20 years’ experience designing and delivering successful public relations media campaigns and large-scale events.