Welcome to “Spotlight On", where we spotlight an inspiring PR professional from the TravMedia community, and this time we're proud to feature Jen MacLean, Marketing, Media & Communications Coordinator at Pinnacle Travel Group. Jen champions one of Western Australia's most dynamic and diverse tourism businesses — a family-owned group with more than four decades of experience connecting travellers with the very best of the state, from the turquoise waters of Rottnest Island and the humpback whale migrations off Perth's coast to the ancient red landscapes of Broome and the wild, remote splendour of the Kimberley. With a portfolio spanning ferry services, luxury coach touring, wildlife experiences and small-group expedition cruising, Jen's communications work is as varied and adventure-filled as the destinations she represents.
Q. How long have you been in your current role?
I've been with Pinnacle Travel Group in Perth for nine months now working as a Marketing, Media & Communications Coordinator. It's a busy role spanning nine of the 13 brands in the company's portfolio – never a dull day, and I love it!
Q. How long have you been in the travel industry?
In corporate, for about three years – before joining Pinnacle Travel Group, I worked in the Growth team at Hostelworld, connecting with hostels from all over and spending time at the offices in Ireland and Portugal. I've also been a freelance travel journalist, published a book about my travels in Europe, travelled to nearly 50 countries, and lived/worked/studied/interned abroad four times.
Travel is at the heart of who I am, and I've always been working my way towards a career in tourism one way or another – even in my non-travel jobs I'd pitch campaigns with a travel twist and 'volunteer' to oversee them. My goal was to work with tourism boards one day, and now I'm liaising with the likes of Destination Perth and Tourism Western Australia on a regular basis. Sometimes I have to remind myself this is actually my life!
Q. In your past professional life, you were…
A crew member on two of the humpback whale watching boats in Hervey Bay. Words can't express what an incredible experience that was – I'll cherish it forever. The whales came so close to the boat, and I could hear them singing when I was in the hull stocking up the bar, which moved me to tears every time. I feel very fortunate that Whale Watching Perth is in our portfolio of travel brands. The season starts soon, in August, and I can't wait.
Q. What is something you love about working with travel media?
Connecting and building relationships with journalists and editors – I love the networking aspect of my role. I also enjoy organising famils and supporting journalists through the write-up. If an article appears in print, I'm particularly thrilled to have been part of the process – there's something about seeing work I've helped bring to life (or written) in print. I keep a treasured collection of all the clippings.
Q. What are your professional pet peeves?
Trying and failing to look professional at a networking event while juggling a napkin-defying canapé, a full glass of fizz, a firm-but-not-too-firm handshake, and a smooth business card exchange. On a more serious note, I value efficiency and clarity, so anything unnecessarily time-consuming or overly complicated that impacts my ability to get things done.
Q. What has been your most memorable press trip?
Hosting a stargazing famil in the Pinnacles desert. I planned it around the new moon so it was especially dark, and we were all blown away by the incredible night sky. The tour also included seeing the Pinnacles basking in a pink-orange sunset glow, which was spectacular.
We're very open to media and content creator famils. We operate ferries to and bus tours around Rottnest Island, luxury coach tours in and around Perth/Margaret River/Broome, whale watching in Perth, premium small group cruises in the Kimberley, and a 4WD sand dunes adventure in Lancelin. If you're based in or visiting Perth or the Kimberley region and any of these experiences feel like a good fit for a story, please feel free to reach out!
Q. What is your favourite place to travel?
Having lived there, I feel a strong affinity with Spain. Drinking a €1 coffee on a cobbled street in the morning sunshine feels like pure magic. Wildlife is also a highlight for me when I travel – the Galapagos Islands were a dream come true, along with bush camping in East Africa. Southeast Asia is a firm favourite too – I have core memories of the Yi Peng lantern festival in Thailand and smiling my way across the OCBC Skyway in Singapore.
