KP Communications

“I have known KP for years and she has always been supremely competent and resourceful, and most of all easy and fun to work with. I wish her new venture all the success it deserves.” Sir David Tang, KBE

KP Communications is a boutique media relations and event management consultancy established in London in 2009 by seasoned PR professional, Karen ‘KP’ Luard to provide bespoke PR campaigns and events at a senior level. The consultancy specialises in the luxury hospitality and travel industries, including celebrity visits supported by host hotels, tourism boards and travel industry suppliers.

“Why KP?” Because for over 20 years in Hong Kong and Sydney, I worked professionally under my maiden name, Karen Penlington, penning social diaries for the Hong Kong Tatler and South China Morning Post’s Sunday supplement, and handling many high profile luxury brands and charitable events.

Creativity, reliability, flexibility and measurable results are the guiding principles of the operation. Close working relationships have been developed over the years with respected editors and freelancers, as well as opinion formers and influential professionals in a wide range of trades and businesses in the UK and Australasia.

Contact Karen Luard at kp@KPcommunications.co.uk for more information

What We Offer….

  • Comprehensive PR strategies to support long-term sales and marketing objectives
  • Ad hoc PR resources in the form of press release/copy writing and targeted,personalised  media distribution
  • Group and individual press trips organised and/or escorted
  • Feature story placements including celebrity endorsement when recommended
  • Trade show PR support
  • Media introductions and relationship building
  • Consumer and trade press conferences
  • Media workshops
  • Event concept and supervision within agreed budget
  • Media monitoring and coverage evaluation
  • Existing PR campaign evaluations and objective recommendation including website format, content and presentation
  • Total event management services from creative concepts to successful staging of company events seeking media exposure including product launches, luxury brand positioning/re-positioning, large consumer and/or business-to-business functions

PLUS!

  • Celebrity feature placement secured with respected publication editors and supported where possible with industry sponsorship

KP Communications has an extensive network of international media and industry contacts, primarily in Asia where the consultancy works closely with Grebstad Hicks Communications - one of Asia’s leading luxury travel and hospitality public relations specialists.

Previously...

KP has operated for over 20 years in Hong Kong and Sydney and more recently nine years in London in the fields of publishing, hospitality, travel, and events management including:

  • Five years with fashion and lifestyle magazine, Femina HK, culminating in the position of Managing Editor
  • Senior in-house PR management at luxury flagship hotels, The Inter.Continental, Sydney, and The Peninsula Hotel, Hong Kong
  • Management of PR strategies and events for clients in Hong Kong including Gucci, The Savoy Hotel, Savills, Bentley’s Of London Restaurant and Oyster Bar, Placido Domingo, Rolls-Royce, Cathay Pacific, Baume et Mercier, Save the Children, The RAF Benevolent Fund,  and ExCeL, the Hong Kong and Singapore Tourism Boards and the Macau Government Tourist Office in London
  • Social Editor for the South China Morning Post’s Sunday supplement andthe Hong Kong Tatler over six years
Regional PR strategy and management (Europe and the Middle East) for Shangri-La Hotels and Resorts in London for six years overseeing the introduction of many hotels to quality media in the UK and the creation and management of high-profile, culturally-oriented celebrity events to raise brand awareness in the UK.  As regional Director of Public Relations, during which time the group grew from 35 to 55 properties, KP promoted a greater appreciation of the luxury brand to targeted media in the UK, Ireland, Europe (particularly Spain and Italy), the Middle East and Russia.                       

Testimonials...

From the Media:-

“Over the many years in which I have had the pleasure of having dealings with Karen Luard (in her former role at Shangri-La Hotels and Resorts), I have always found her to be extremely helpful, efficient and a pleasure to work with.  In addition to facilitating trips, Karen has a depth of knowledge about a great number of travel destinations and is very well connected.  Her insights and contacts often help give depth to the places to be visited.”
 Adrian Bridge
Travel Commissioning Editor - The Daily Telegraph

“Karen is one of the most dynamic and creative public relations professionals in the travel industry today. She is always
one step ahead of everything that’s happening - plus she knows all the key movers and shakers and is great at bringing people together.”
Alison Booth
Managing Editor - Sphere (formerly Orient Express magazine)

“I have known Karen Luard for many years both in her capacity as head of PR for the UK for Shangri-La and during her time at Hume Whitehead, a fast-growing dynamic PR company. Karen’s knowledge of the industry, her key contacts and time spent with one of the most forward-thinking luxury hotel groups in the world always assured me that she was well-connected and full of ideas to really inspire journalists with stories which make great creative copy. As well as being on the ball, she was always on time with delivering what she promised and is a joy to work with.
April Hutchinson
Editor, TTG Luxury magazine

From the trade:-

Karen Luard, who came highly recommended by our Hong Kong PR team, Grebstad Hicks Communications, stepped in at short notice to manage successfully the UK PR and communications side of the Guild of Travel and Tourism's pre-Asia launch announcement.  This was an important occasion held at the offices of Invest Hong Kong in Mayfair London - a high profile event that demanded not only a professional PR spokes person but an up-to-date network of media contacts in the UK and Asia.  Karen went far beyond our expectations with her extensive contact list, effervescent approach and commitment to the project.  The Guild of Travel and Tourism will now not consider any media events without Karen's involvement.”
Steven Ballantyne
Director of International Development,
The Guild of Travel and Tourism. 

“…. [her] intelligent approach, coupled together with her innovative flair and ability to strike up a good rapport with people, did much to promote the magazine making it well-known and popular here as well as in the rest of Asia……[her] creativity, vivaciousness and popularity amongst the hoteliers here in Hong Kong was greatly appreciated and working with her was always a pleasure.”
Peter French
[Former] General Manager,
The Mandarin Oriental Hotel, Hong Kong

“The success of Shangri-La is founded on [the] loyalty and commitment of every individual, and I want to thank you for your part in making Shangri-La what is it today:  a respected and recognised brand known for quality and service.  This happens only with the concerted efforts of strong leadership and values.  You have been instrumental in our success.”
Giovanni Angelini
(Former) CEO and Managing Director,
Shangri-La Hotels and Resorts

Clients

Trinity House
KP has been retained (over six years)  to promote this elegant Georgian venue on Tower Hill to the national and international MICE /corporate/weddings markets

TAYMA Fine Jewellery
KP has been contracted since 2015 to promote this exceptionally talented fine jewellery designer based in Hong Kong

Goldener Berg Hotel, Lech, Austria
KP is retained to secure editorial and organize individual media fams to this charming four-star hotel in the Arlberg alps of Austria

...Plus occasional editorial  contributor to Selling Travel magazine...

Book Launches:

  • Tim Hall’s ‘Above the Clouds’ book of images of Austrian Arlberg Massif -  2013
  • Jo Farrell’s book ‘Living History: Bound Feet Women of China’  -  2015

Journeys To The East (2016)
KP introduced this ultra-luxe tour operator based in Hanoi to the high-end UK market via editorial in Spears, Mail on Sunday, Sunday Telegraph and Tatler

Cuba Tourist Office (2014 + 2015)
KP assisted (and continues to assist) the London Tourist Office of the Cuba Ministry of Tourism (MINTUR) with the compilation of media information/releases, organizing and supervising interviews and assisting media fams to Cuba.

Bellevue Plantation House, Barbados (2014 – ongoing)
KP assists with the promotion of this historic plantation house and private villa in Barbados promoting it to the weddings market

Hangzhou Tourism Commission (2013)
KP formed a new marketing collaboration with industry veteran, Ziva Werber, to handle a six-month travel industry and media liaison marketing initiative for this historic Chinese city. The contract was successfully completed in June, 2013, and entailed a tour operator fam trip from the UK, France and Germany and media releases and liaison.

The Firefly Collection (2012 – 2013)
KP launched this new collection of ultra-luxe villas and chalets in Europe and Asia to the luxury market

Planet Wildlife (2012)
KP was retained for over a year (until budget restrictions resulted in the closure of the UK office) to launch and promote this wildlife and safari online tour operator with offices in the China, Australia, USA and India

London Total HeliSki Show (2011)
KP was contracted to assist in the event management and promotion of the world’s first and only dedicated Heli ski and heli snow boarding Show and Exp at the Andaz Hotel in October, 2011

Cavendish Stone / Country Life at Chelsea Flower Show 2011
KP is commissioned in 2011 to promote the partnership of Cavendish Stone garden statuaries and Country Life, England’s favourite rural weekly, in a stand at the famous Chelsea Flower Show in 2011

Clare Williams - 2011
KP worked on a project basis to promote this contemporary London-based interior designer

big:group for MasterCard’s Priceless Travel Website (2010)
KP was contracted by the big:group in 2010 to select and commission travel writers, plus edit and supervise content for MasterCard’s new Priceless Travel website – and has worked on other marketing and sponsorship projects

Fort Canning Hotel, Singapore (2010)
KP was retained by this heritage boutique hotel in the heart of Singapore to promote the property’s unique appeal.

Hualapai Nation, Grand Canyon West, USA (2010 – 2014)
KP worked with Ziva Werber to assist with the promotion of Hualapai Tourism, Grand Canyon West, USA

Inside Luxury Travel
KP was retained by ILT to promote the popular television programme presented by the effervescent Varun Sharma and seen on the Travel Channel in over 160 countries all over the world.

The Guild of Travel and Tourism
KP is retained on an ad hoc basis to handle the promotion of the guild’s programme of activities in the UK