epresspack partners with Walpole: shaping the future of luxury PR
epresspack proudly partnered with Walpole for the first time during their Meet the Media series — marking a significant milestone that reinforces our position as a leading player in luxury communications.
Held in London, the event brought together luxury brands and media professionals for an exclusive conversation with Divia Thani, Global Editorial Director of Condé Nast Traveller.
The session offered valuable insights into how editorial decisions are made, and how PR professionals can better engage today's luxury traveller through meaningful, relevant storytelling.
Understanding the luxury traveller: beyond the destination
One of the key themes discussed was the evolving definition of luxury travel. Today, luxury is no longer limited to high-end amenities: it is increasingly about the experience.
From craft-driven journeys to immersive local moments, travellers are seeking authenticity, connection, and a deeper understanding of the places they visit. For PR professionals, this shift requires a new approach: one that prioritises storytelling rooted in real, human experiences.
Key PR insights for luxury brands
The discussion highlighted three essential pillars for effective PR in the luxury travel sector:
1. Storytelling over announcements
Editors are looking for compelling narratives, not just product launches. Highlighting the people, craftsmanship and stories behind a brand is what captures attention.
2. Platform-specific content is essential
Print, digital and social platforms each require tailored formats. High-quality visuals and adapted messaging are critical to ensure relevance and engagement across channels.
3. Relationships drive results
Building long-term relationships with media remains fundamental. Trust is developed through consistent, meaningful interactions, from deskside meetings to ongoing dialogue.
A strategic step forward for epresspack
This first collaboration with Walpole reflects epresspack's continued commitment to supporting luxury brands in navigating an increasingly complex media landscape.
By combining technology, expertise and industry connections, we help brands amplify their stories and build impactful media relationships worldwide.
