We are White Tiger PR. Hear us roar!
Like our namesake, we’re a breed apart. Launched in 2010 by founder Cass Helstrip, White Tiger PR is the UK’s only director level communications consultancy specialising in travel and lifestyle brands. While primarily based in London we have individual Tigers located across the UK, which enables us to more flexibly support both clients and media.
Our pedigree extends beyond the travel industry, bringing valuable experience across varied areas like finance, fashion, technology and construction. With over a century of collective experience and top drawer contacts, our clients are assured of mature account handling. Each individual Tiger has a specific talent or two in which they truly excel. Whether TV, digital, events or nailing data driven stories – we’ve got the specialism in house. In the rare instances we don’t, we have a small team of trusted, strategic partners on hand for seamless, rapid and cost effective support.
Are you tenacious, versatile and meticulous enough to join the White Tiger Pride? Get in touch.
Cass Helstrip – Managing Director
Cass isn’t one to toot her own horn. She’s usually too busy talking about her clients. Her earlier work as a strategic adviser in the finance sector, coupled with extensive travel experience has afforded her a broad understanding of the media landscape – not just travel. Having worked at top ranked, large agencies like Weber Shandwick, Rooster and Financial Dynamics, Cass prefers the smaller, more agile approach that delivers her clients the best results for the best value.
With one of the strongest black books of contacts she is a force to be reckoned with in the industry. In what spare time she has, Cass operates as an affiliate partner for the PR and representation team at Fox Kalomaski – a creative marketing agency specialising in travel. Among her many achievements Cass has achieved the coveted PR Week accolade of Campaign of the Week.
Rob Bates – Senior Director
With White Tiger PR since its inception, nobody knows the unique challenges and opportunities of the travel landscape like Rob. Having spent more than 15 years promoting travel brands to the UK and Irish markets Rob has raised awareness and driven visitor numbers on behalf of more clients than we have space to mention. Highlights include working with photographer Rankin on the rebrand of Tourism Australia, organising the christening of Britain’s biggest ferry, and arranging an attraction launch at Warwick Castle with TV’s Tony Robinson.
Rob believes in delivering holistic communications strategies that have an impact on the bottom line and his previous experience in TV production ensures he has a keen eye on what’s newsworthy.
Jardine Howlett – Director
Jardine has specialised in travel and tourism communications since 2005 and her experience runs the full gambit of the industry, having spearheaded campaigns for tourist boards, hotels, tour operators, OTAs, cruise lines, airlines and attractions. Is there anything she hasn’t done?
While a virtuoso of the luxury and lifestyle audience – having spent two years specialising with a consultancy – Jardine proves her endless adaptability on a daily basis at White Tiger, where her keen eye for opportunity and attention to detail sees her consistently generating outstanding coverage across our entire spectrum of clients.
Samantha Marsh – Director
Sam boasts nearly twenty years of PR experience to the White Tiger team. Her base in the Lake District affords her excellent regional contacts, as well as national. As well as the travel and tourism sectors, she’s delivered top quality coverage for clients across motorsport, DIY, home and construction.
Sam has represented destinations such as Atlantic Canada and the Isle of Man as well as working with hotels, airlines, tour operators and attractions. With excellent media contacts and a keen eye for potential stories and quirky angles, Sam’s campaigns always deliver extensive media coverage across all mediums. That’s why we love her as much as our clients do!
Michelle McCarthy – Director
Michelle has a natural instinct for what travel and tourism clients want as for a decade she was one! Based in Brighton, Michelle joined the Tigers from the client side where she worked with Tourism Ireland, Visit Europe as well as a number of hotels and luxury offerings.
While well versed in traditional PR methods, recently Michelle has been focused on the relationship between PR and digital marketing, with a primary focus on SEO friendly content. In addition to her core travel and tourism experience, she’s worked in education, publishing and technology in Australia, the USA, Ireland and the UK. Michelle’s lengthy marketing experience means she’s always got one eye on how PR fits with the rest of the mix.
Kate O’Reilly – Director
Kate’s seriously impressive background in the lifestyle sectors brings extra panache to the White Tiger team. Working across fashion, beauty, travel and bridal sectors since 2002 has resulted in an envious contact list and a solid track record in campaign management and results delivery.
Key accounts have ranged from boutique hotels, designers and wedding venues, to tourist boards, including top British bridal designer Suzanne Neville, luxury fragrance Linari for Liberty London, the Argentina tourist board and volunteer travel organisation GVI. Powerhouse Kate also works independently as an events coordinator, so is our go-to gal when it comes to all things event related.
Charlotte Osborne – Junior Account Manager
Charlotte is the world’s most efficient account executive and enjoys working across multiple White Tiger clients. Charlotte graduated from the University of Salford in 2014 with a degree in Journalism and has considerable experience organised and hosting press trips, been a vital part of client campaigns and instrumental in achieving national and broadcast coverage for her clients. She has strong relationships with journalists, and has a knack for identifying and befriending bloggers and key influencers.
Cat Hamilton – Partner Consultant
Cat runs boutique travel and lifestyle consultancy, Hamilton PR, and acts as partner consultant for White Tiger on the Cheapflights.co.uk account. Cat’s comprehensive PR experience covers some of the biggest names in travel including Hilton Worldwide, TUI and HomeAway. In the luxury sphere, she’s directed strategy for The Ritz-Carlton Hotel Company, Las Vegas CVB, Bermuda Department of Tourism and private jet company, Jet Republic.
Cat’s media and influencer relationships across the travel, lifestyle and luxury sectors are combined with an unparalleled ability to identify and articulate data driven trends and news stories to get her clients out of the travel pages and into the news.
Anita Clements – Partner Consultant
Anita is a Director at boutique travel and lifestyle consultancy, Hamilton PR, and acts as partner consultant for White Tiger on the Cheapflights.co.uk account. Anita’s PR pedigree includes a stint at Rooster, delivering results across a varied client base of airlines, tourist boards, hotel brands and tour operators. Since joining Hamilton PR in 2011, Anita has broadened her experience on campaigns for DoubleTree by Hilton, Brooklands Hotel, Gane and Marshall and Kennedy Space Center Visitor Complex. In addition to delivering outstanding PR coverage for her clients, Anita’s creativity has been skilfully deployed for dedicated social media campaign management and event organisation.
Anthea Yabsley – Partner Consultant
Anthea runs her own specialist travel PR consultancy, IDeal PR,and acts as a partner consultant for White Tiger on Foxhills Club & Resort. With twenty-five years’ experience in the PR and travel industry, Anthea’s iron-clad media relationships, strategic focus and industry insights make her services indispensable. It’s fair to say that Anthea knows what she’s doing. Just ask her clients, some of which have been with her over a decade.
Liz Blakeborough – Partner Consultant
Liz runs boutique travel and lifestyle consultancy, Blakeborough Ltd, and acts as a partner consultant for White Tiger on the Paradise Beach Nevis account. Early on, Liz cut her teeth in three top London PR agencies, rising through the ranks to Deputy Manager Director before successfully branching out on her own. Working across a broad range of travel businesses from tourist boards and hotels to self catering cottages and tour operators, Liz’s has developed strong connections with travel editors of national newspapers, women’s and lifestyle publications and websites, ensuring her voice gets heard above the noise. Having previously worked with Qantas, Intercontinental Hotels, Westin Hotels & Resorts and Cyprus, Bermuda and Ontario tourist boards, Liz prides herself on client retention – Prestige Holidays has worked with her for 16 years!
Amy Iliffe – Junior Account Executive
Amy was born and bred in South Wales but has worked and lived in London since finishing her degree in Geography at the University of Portsmouth in 2012. Her background is in TV where she was a researcher but now wants to venture into the world of Travel PR where she can utilise her love of travel, writing, media and geography.
Georgia – Intern
Georgia has a first class degree in journalism and has experience teaching English in the UK and abroad. Her favourite pastimes include immersing herself into different cultures when travelling, cooking, eating out, or simply talking about food. Georgia’s experience in content development, social media and love for travel is the perfect combination for the White Tiger team.