Emma WaddellEmma Waddell

Emma has more than 25 years experience in travel PR and Marketing including 15 years spent heading up the PR Teams of two of the leading travel brands in the UK – Thomson and First Choice.

She started her PR career agency side before joining First Choice Holidays as Head of PR and then expanding her role to Head of PR and Local Marketing. Following the merger of First Choice and Thomson Holidays (TUI), she became Head of PR for TUI UK and built an award winning team of 15 PR professionals working on the UK’s first and third largest tour operator brands, second largest cruise line, third largest airline and largest travel agency network.

These days she is just as comfortable offering strategic guidance and adapting marketing strategies to incorporate the PR discipline as she is implementing a brand social media campaign or designing local tactical activity to generate sales. Her clients often say that they see her as an extension of their business – essentially offering an ‘in-house’ press office.

Since starting her own business, she has worked with a range of large travel brands including Hilton Hotels Corporation, easyJet Holidays, The Travel Department and Hurtigruten.

Other past clients include Spanish National Tourist Office, Sovereign Holidays, Top Deck, Visit Sweden, Page & Moy, Intercontinental Hotels and Neilson Ski.

She has twice felt honoured to appear in the PR Week Power book of the most influential people in the UK PR industry.


“In my role of Head of Marketing at Hurtigruten, I have had the pleasure of working very closely with Emma, as she strategically plans and then executes the breadth of Hurtigruten’s PR activity. Without question, she consistently over-performs. She brings objectivity and always conducts herself professionally; she does so in an engaging manner, the net result being an inherent trust between client and agency, and excellent working relations within the media. She is a genuine asset to any marketing team.”
Richard Adams, Head of Marketing, Hurtigruten UK & Ireland

“PR was one of the real successes for TUI UK following the merger of Thomson and First Choice. Despite having very little resource in place at the time of the merger, Emma developed a PR strategy that delivered excellent results and in turn allowed her to build a strong team who were passionate about the role they played in the business. Under her guidance, they became industry-leading and won awards for their efforts. She is very experienced at creating and implementing media campaigns, crisis communications and briefing senior spokespeople on complex industry issues.”
Tim Williamson, formerly Customer Director, TUI Travel UK

“Emma is among the finest PRs in the business. She is respected, not only by her peers, but by all travel editors and journalists. Emma is professional, talented and knowledgeable. Above all, she is a joy to know and a pleasure to work with.”
Trisha Harbord, freelance travel journalist and former News of the World travel editor

“I have known Emma for many years and she is undoubtedly one of the top PR professionals in the travel business. She has a deep knowledge of the business, is always very helpful to journalists and is an expert at knowing what works in the media. Emma is also great fun to work with and I wouldn't hesitate to recommend her.”
Jeremy Skidmore, Journalist and Media Trainer

Emma’s contact details:

Tel: 07545 190887

email: emma@waddellcommunications.co.uk

website: www.waddellcommunications.co.uk

Twitter: @ekwaddell