Jennifer Cole

• Created and led the Global PR strategy for Expedia for Business; B2B division for Expedia Group creating higher impact stories in tier one media, most recently, "Expedia does not want to leave France to Booking and Airbnb" in Les Echos
• Supported and advised the Expedia for Business leadership team for media, Expedia events, industry events and social media ensuring a cohesive B2B growth narrative which laddered to the Group narrative
• Led and oversaw the B2B Communication in ten markets ensuring local relevancy on campaigns and particularly on issues for example, neutralizing the book direct argument in Australia by using a Professor/Industry advocate as a spokeperson
• Collaborated across multiple stakeholder groups; brand teams, government relations, investor relations, marketing teams to launch campaigns such as the Expedia Group $275 million Travel recovery program; resulting in 98 pieces of coverage including national coverage on Sky News, Les Echos and Cinco Dias. The cross-functional team the goal for sign-ups to the relief package by nearly 30%.
• Collaborated with the Global Sustainability and Social Impact team to launch the Expedia Sustainability Strategy with coverage in 16 markets across business and trade media
• Collaborated with the Strategy and Transformation team and marketing teams to media launch the program Fast Start; a program targeted at Airbnb superhosts to join the Vrbo platform. Used the Fast Start program to disrupt the Airbnb narrative and aid acquisition. PR Campaign resulted in 100 articles and 4,566 impressions including a piece on CNBC with 80 leads in 48 hours from new hosts. Airbnb CEO quizzed over “host exodus” from Airbnb platform to the Vrbo platform on CNBC.
• Lead the brand partnership with Home Depot and Vrbo to create a renovated Vrbo home using Home Depot products. The property showcased how hosts can invest in their property to get more ROI on their rates enabling the brand to speak to hosts as "property investors" instead of "property holiday renters" and enabled new consumer media verticals to be reached such as design/interiors publications.
• Managed direct team of four communication people, doubled during my tenure, and managed PR network of 10 agencies.

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• Established and led the consumer, corporate, crisis, internal and B2C communication Accor brands in the UK
• Supported and advised UK leadership team on their corporate and consumer PR needs; working closely with Accor HQ press team
• Created thought leadership content on broader business topics such as sustainability, diversity, apprenticeships, cost of living e.g. ‘The Thrifty Rich' trend allowed ibis hotels to speak about customers may earn £80,000+ but still stay in a cool budget accommodation
• Created a consumer PR campaign to established ibis as the benchmark in the economy hotel segment, owning ‘good sleep'. In-line with brand marketing, created the ‘Sleepart' PR campaign; championing the Sweetbed by ibis as the best hotel bed; recruited 10 artists to sleep in the bed, wake up and paint their sleep, Campaign won the ‘Travel Marketing PR of the year' Award·
• Created a consumer PR campaign for the MGallery brand which wanted to be known as creating ‘memorable moments' in their three unique hotels. Found a perfumer to create three perfumes with the ingredients that linked to the story of the hotel. These scents were woven into the guest experience and created PR-able content all media. Launched a media experience in a house in Soho with each room built around the signature scents/talk with the perfumer. Eighteen journalists attend across consumer lifestyle media creating cut through in media that was not just ‘hotel/travel'. The brand saw a 15% increase in traffic to the booking site during the campaign period
• Ran the press office for all media and digital influencers inc. issues response from national flooding, impact of London bombings to bed bugs