Three of the most recognised names in Australian travel PR, communications and corporate affairs – Liza-Jayne (LJ) Loch, Gaynor Reid and Chris Waite - have officially joined forces to launch Powerhouse Communications, a senior-led agency built to help travel, tourism and hospitality brands cut through, build credibility, and turn attention into commercial outcomes.

Powerhouse Communications is founded on a simple idea: visibility is easy - reputation is earned. In a market where noise is cheap and trust is everything, the agency brings together three complementary specialisms - corporate affairs and government engagement, media and influence, narrative and execution - to help organisations lead with clarity, confidence and weight.

LJ, Gaynor and Chris are launching Powerhouse alongside their respective businesses- creating a senior-led advisory team built to deliver sharper strategy, stronger relationships and faster traction. Their own consultancies will continue to operate alongside Powerhouse and provide additional resources should they be needed.

Nick Wayland, Founder and CEO of TravMedia said: “Travel brands need advisors who understand influence at every level – media, government and industry. Gaynor, Chris and LJ are among the most respected communicators in the industry and bringing that calibre of experience together under one banner is a significant development for the sector.”

With more than 90 years of combined experience, the founders have supported some of the sector's most prominent brands and leaders across airlines, cruise, hotels, destinations, travel tech and industry bodies - including Accor, IHG Hotels & Resorts, Amadeus, Flight Centre, the Australian Travel Industry Association (ATIA), Club Med, Scenic Group, Salter Brothers Hospitality and Tourism Western Australia.

Powerhouse is built around a Drivewheel - a power mark for how we work: the cog is traction you can feel, turning strategy into real-world momentum, while the asterisk (*) is our edge - a signal there's always more to the story, the sharper angle that makes it land, and when it drops into headlines it adds a wink of attitude: bold, slightly censored, never softened.

And at the heart is its signature framework: Pulse. Profile. Power.

• Pulse - an honest, senior assessment of where you sit, what's really being said, and where the risks and opportunities are hiding
• Profile - building authority with purpose, whether that's leadership visibility, narrative reset, reputation protection, or being in the right rooms with the right message
• Power - experienced practitioners who stay close to the work, bring judgement under pressure, and scale with trusted specialists when needed

“Travel brands are operating in a higher-stakes environment than ever - more scrutiny, more competition, more channels, less patience for fluff,” said LJ Loch, Co-Founder of Powerhouse Communications and the 'Strategist' of the team. “Powerhouse exists for leaders who need calm advice, sharp strategy and the confidence to act - especially when reputation is on the line.”

Gaynor Reid, Co-Founder and the 'Connector' of the team, said the partnership is as strategic as it is simple: “Individually, we've each built careers in different lanes of influence. Together, we bring an unfair advantage - deep relationships, strong judgement, and the ability to move quickly from story to traction. It's a Powerhouse by design.”

Chris Waite, Co-Founder and 'Simplifier' of the team, said Powerhouse was created for a new reality: “The brief isn't 'get us coverage'. The brief is 'help us lead'. We take your pulse, build your profile, and turn communications into something commercially meaningful. And we do it without agency theatre – just experienced people doing work that lands.”

A reputation agency purpose-built for travel

Powerhouse Communications will offer a full suite of services across reputation, profile and performance, including:

• reputation strategy and diagnostics
• executive profiling and thought leadership
• media strategy, relations and training
• corporate and government affairs
• crisis preparedness, issues management and embedded counsel
• destination and place narrative development
• leadership presentation coaching

The agency will begin with a select portfolio of foundation clients, ensuring senior involvement, fast response, and work that is genuinely embedded.

“If you want order-takers, we're not the right fit,” said Loch. “If you want clarity, courage and counsel that holds up in the real world – we should talk.”

Powerhouse is now accepting expressions of interest. For more information and to get in touch, visit powerhousecommunications.com.au.

ENDS

Images

Images are available to download here

Media contacts

LJ Loch - lj@powerhousecommunications.com.au
Gaynor Reid - gaynor@powerhousecommunications.com.au
Chris Waite - chris@powerhousecommunications.com.au

About Powerhouse Communications

Powerhouse Communications is a senior-led reputation and communications agency working at the intersection of corporate affairs, strategic communications and PR. Built by three experienced practitioners, Powerhouse helps travel, tourism, hospitality and placemaking brands lead with Pulse. Profile. Power. - combining clear strategy, strong relationships and disciplined execution to build credibility, resilience and commercial advantage.