Name: Caitlin Maxwell
Position title: Senior PR Consultant
Company name: Momentum²
When and why did you join the industry?
I have always had a strong passion and curiosity for the natural world – the environment and its incredible array of wildlife. This passion led me to travel to Africa after graduating University in 2014. Africa is such a beautiful, dynamic and magical place – the landscape changes dramatically from country to country and boasts some of the most exquisite wildlife in the world. This trip had a huge impact on the way I understood tourism and its inextricable link to conservation, an understanding which has driven much of the work I have done since. I joined Momentum2 in 2015 and since then, have been involved in many projects which further highlight this harmony between travel and the environment.
What do you like most about your job?
The thrill of the pitch! I love getting my teeth stuck into a new project about which I am passionate, finding the angles which are not always right on the surface and using them as a hook to gain media interest and coverage. It’s a great feeling seeing an interview or story in the press that you have spent hours, days or sometimes weeks coordinating – particularly if it’s for a great cause!
What’s one of the biggest achievements of your career so far?
Spearheading the Australian Geographic Society Awards media outreach in 2016, which honour Australians who have excelled in the fields of adventure and conservation. I coordinated interviews for all of the winners – among them the legendary Dr David Suzuki, which combined, reached an audience of over 11 million people.
What’s the best advice ever given to you and who gave it?
“If you do something you love, you’ll never work a day in your life” – I think several people have told me this (including my parents). I am so lucky to work on projects that I care about and enjoy, it feels more like fun than work sometimes!
Who do you admire and see as a role model in the industry?
I have met some incredibly talented and successful females in my career so far – I draw a great deal of inspiration from my boss, Lyn Tuit, who has given me a lot of fantastic career opportunities and guidance. I also admire Chrissie Goldrick, Editor-in-Chief of Australian Geographic and Kevin Sumption, CEO of the Australian National Maritime Museum, for their enthusiasm and passion for their work.
What can people expect from your company and what sets it apart from the rest?
We are committed and never give up! What sets us apart is we approach each client project strategically according to its unique needs with a tailored approach. This style of service is not always possible in a larger agency or organisation, setting us apart from the rest.
What destinations are on your travel bucket list?
Anywhere with animals! I am desperate to visit the Galapagos Islands, Yellowstone, Costa Rica and one day would love to explore Antarctica!
What’s a memorable travel experience you’ve had (good or bad)?
Definitely gliding over the Serengeti at sunrise in a hot air balloon, spotting cheetahs, hippos rolling in mud baths and finishing it off with an incredibly lavish champagne breakfast!
What are three things you always take with you when travelling?
A camera, a book and an appetite for adventure!
Name someone famous you’d like to travel with and a destination you’d like to go with them.
Sir David Attenborough – to the Galapagos Islands!
What direction do you see the industry heading in over the next five to ten years?
Tourism media, like all media is shifting more and more towards the digital sphere – bloggers and social media influencers are key players in this shifting environment. In a broader sense, I would like to think that more and more of the tourism industry will look to incorporate responsible tourism to their offering, as there is an increasing demand for this. Leading global tour operator Collette is one company doing some great work in this philanthropic space.