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. Primarily based in London, we have individual Tigers located across the UK, enabling us to more flexibly support both clients and media.

Our pedigree extends beyond travel, 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 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 and with over 15 years promoting travel brands, 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 positively impact the bottom line. 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, Jardine proves her endless adaptability on a daily basis at White Tiger. 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 brings nearly 20 years of experience to White Tiger PR. Her base in the Lake District affords her excellent regional contacts, plus extensive national ones too. As well as the travel and tourism sectors, she’s delivered top quality coverage for motorsport, DIY, home and construction clients.

Sam has represented destinations such as Atlantic Canada, Slovenia and the Isle of Man and worked with hotels, airlines, tour operators and attractions. With excellent media contacts and a keen eye for quirky story angles, Sam’s campaigns always deliver extensive media coverage across all mediums. That’s why we love her as much as our clients do!

Outside the office, Sam is happiest in a spa, her garden or the kitchen – her cookies and cakes are simply divine!

Sara Whines – Director

Having worked in travel and leisure PR for well over a decade, Sara thrives in a fast paced environment. Her clients have ranged from tourist boards, accommodation providers and cruise companies to launching websites, guidebooks and educational tours. Sara has also been a key speaker at several blogger conferences and works extensively with new media.

A stickler for detail, Sara prides herself on letting nothing slip through the net. The only thing she enjoys more than getting her clients into the travel pages is securing them coverage in the lifestyle and news sections!

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 solid track records of campaign management and results delivery.

Key accounts have included 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; she is our go-to gal for all things event related.

Megan McIntyre – Director

A native Australian, Megan is White Tiger’s newest addition with 15 years’ experience in tourism and hospitality communications. She is our resident newshound and loves numbers – Megan has what some may call an unhealthy passion for spreadsheets, and enjoys utilising stats to strengthen story angles.

Most recently, Megan was Marketing and PR Director at The Foxhills Collection. Prior to that, she worked in-house for Jumeirah Hotels and Marriott, where – longer ago than she cares to admit – she was recognised with an Acorn Award for Hospitality’s Top 30 under 30. Agency-side, she has delivered destination campaigns for the likes of Las Vegas CVB and Gstaad tourist board. Megan has also worked on strategy for tour operators, hotel groups, restaurants and travel technology clients.

Emma O’Reilly – Director

Emma is a former Travel Editor, writer and blogger, with over 25 years experience. She has travelled all over the world, although there are still plenty of places left on her wish list! Her knowledge, from having worked on the ‘other side of the fence’ gives White Tiger a valuable and alternative insight and a creative edge when it comes to strategy across the board.

She knows what journalists, and the general public, want to read, see and experience. Emma has excellent contacts within the media industry and has used these to help leverage great coverage for our clients.

Radhika Sharma – Senior Account Executive

Radhika joined White Tiger PR in 2017 after in-house marketing roles for bmi regional and the University of Nottingham. Our resident fashionista, Radhika runs a popular fashion blog and utilises her knowledge of influencers to benefit White Tiger’s clients.

Amy Iliffe – Account Executive

Amy has worked at White Tiger PR since 2016. A geography graduate from the University of Portsmouth, Amy has also been a TV development and casting researcher. She’s used this insider knowledge to help secure creative broadcast coverage for our clients, including Warwick Castle.

Alex Bicknell-Cummins

Alex is currently undertaking a law degree at Durham University, and has a passion for travelling the world, trying new things and helping where she can, having volunteered in Africa and closer to home. Her love of writing, keeping up to date with current affairs and strive for efficiency makes sure she gets the job done.