PRs Liza-Jayne (LJ) Loch, Gaynor Reid and Chris Waite have joined forces to launch Powerhouse Communications, a senior-led agency built to help travel, tourism and hospitality brands.
The trio have launched Powerhouse alongside their respective businesses, to create a senior-led advisory team that they say will 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.
“Travel brands are operating in a higher-stakes environment than ever – more scrutiny, more competition, more channels, less patience for fluff,” said LJ Loch, 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,” she said
Gaynor Reid, ‘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,” Reid said.
Chris Waite, ‘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.”
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.”
