Following a successful 2.5 years leading the PR function for EVT Hotels and Resorts multi-award-winning media communications executive, Karena Noble, is bidding farewell to her role at the end of this month to launch her own consultancy, Karena Noble Communications.
The boutique PR consultancy will specialise in the travel, tourism and hospitality industry, bringing over 20 years of top-level experience to her clients.
At EVT, Karena spearheaded the PR efforts across 70 of the group’s hotels across Australia and New Zealand under brands Rydges, Atura, LyLo and the Independent Collection by EVT.
Her role involved daily tactical and strategic communications, as well as a number of major projects, including the launch of Rydges Melbourne in July 2023, which generated some $20.7 million in earned media coverage within just three weeks. The media coverage directly boosted inquiries, hotel occupancy, and revenue, in Australia’s most competitive hotel market.
EVT’s Director of Hotels and Resorts Norman Arundel had high praise for Noble and her work in elevating the company’s profile.
“There’s no denying that our profile and reputation grew and improved during Karena’s tenure,” Arundel said.
“While it’s challenging to list all her significant contributions, highlights include the highly successful relaunch of Rydges Melbourne, the seamless takeover and rebranding of Rydges Resort Hunter Valley, and her impactful PR efforts that elevated many of our Independent Hotels. Talk to Karena – you’ll like her!”
Karena was also responsible for the debut of the innovative LyLo brand in the Australia/New Zealand market with the opening of LyLo Auckland in 2022. A campaign involving press releases, media famils, and social media. The high-profile opening drove occupancy for this fresh take on budget accommodation.
“I have enjoyed an extremely productive time at EVT,” said Noble. “The successful launch of Rydges Melbourne and also Rydges Resort Hunter Valley helped transform brand messaging for Rydges, and it has been great working with the team to drive such incredible results.
“I have had experience in operating my own PR consultancy in the past, and with so much activity happening in the tourism and hotel industry, I thought it was ideal timing to create Karena Noble Communications. It will allow me to continue to work with even more hospitality and tourism clients, both domestically and internationally.”
Noble will feature as a panelist at the upcoming Asia Pacific Hotel Industry Conference and Exhibition (AHICE), where she will share top tips on maximising earned coverage and working with the press.
Prior to being recruited by EVT for the communications role, Noble worked for almost a decade as Director of Public Relations for Voyages Indigenous Tourism Australia. During her time in the position, she played a crucial role in building the international reputation and success of their icon properties at Uluru and in Mossman Gorge in Far North Queensland.
Noble has been recognised for her success throughout her career, winning the coveted HM Award for Communications Associate three times and the Australian Society of Travel Writers Communicator of the Year Award twice.