Pictured: Adam Caerlewy-Smith, Managing Director, SLC Representation

SLC Representation, an award-winning travel representation and marketing agency, has strengthened its senior management team, opened an Australian office and launched a new brand during a period of significant investment and growth.

Effective since September, Adam Caerlewy-Smith has been appointed as Managing Director for SLC Representation. With over 15 years’ experience in strategy, brand and digital marketing, Adam will be responsible for SLC’s strategy and client relationships across the UK and Australian businesses. Prior to joining SLC Representation, Adam was Head of Marketing at Visit Jersey where he led the marketing team to reverse 20 years of declining visitor numbers into four years of consecutive growth.

Sandra Leach, Founder of SLC Representation, commented:

“We welcome the appointment of Adam who will lead the company forward to the next stage of development. The travel industry is constantly evolving and under Adam’s leadership, the innovations SLC has put in motion will enable us to continue to offer the best and most relevant services to all of our clients”

Adam Caerlewy-Smith, Managing Director at SLC Representation, commented:

“SLC Representation has established a reputation for delivering exceptional service over the past 17 years so I’m very excited to be leading the company during this phase of growth. In recent months alone the company has unveiled a new brand, expanded the senior leadership team and launched an office in Australia.”

SLC’s first Australian office launched last week, headed by General Manager, Kate Sorensen. Kate joins SLC Representation from InterContinental Hotel Group (IHG) where she held various leadership roles over the past three and a half years. Kate will be responsible for the business development of SLC’s Australian client portfolio building distribution and awareness within the Australian market. SLC Australia clients include new TUI Blue hotel properties in Thailand, Zanzibar, the Maldives and Vietnam as well as brands within the TMG Hospitality Group, one of Asia’s largest hospitality groups.

Kate Sorensen, General Manager at SLC Australia, commented:

“I’m very excited to lead SLC’s Australian business. SLC already has ambitious growth plans in motion and I’m looking forward to being part of this new era. SLC Australia is focused on building sales, marketing, PR and distribution strategies which deliver results for tourism products and destinations around the globe.”

The opening of SLC Representation’s first Australian office in Sydney follows a period of expansion after SLC welcomed new investor and majority shareholder, Tran Trong Kien, earlier this year. Tran Trong Kien is the founder and Chairman of the Vietnamese Thien Minh Group (TMG), one of the biggest travel and hospitality groups in the region.

SLC also recently welcomed two new appointments to its senior leadership team; Matt McCausland who joins the London team as Account Director and senior manager Kate Bifield who joins the destination marketing team.

Matt joins SLC after 17 years with STA Travel in the UK. During his time with STA, Matt worked within various departments in the business, most recently as Senior Sales & Business Development Manager in the wholesale team working with clients principally in Europe, Asia, South America & the Middle East, to distribute STA Land & Air product globally. Matt will also oversee the strategy for a number of new clients contracts acquired by SLC. New client contracts include Visit Santa Cruz County in the USA, The Millennium Resort Mussanah and Connections DMC in Mauritius.

Kate joins SLC after having worked with the company previously as Marketing Manager for Tourism Western Australia, where she had responsibility for driving visitation through marketing, PR and travel trade development. Prior to re-joining the SLC senior team, Kate was Head of Campaigns for the Office of the Agent General, South Australia where she led marketing campaigns designed to strengthen South Australian – European relations.

Kate will have a focus on new business and developing marketing strategies for new and existing destination clients.

For more information please visit slcrepresentation.com or contact Laoise Collins, PR Account Director, Laoise@slcrepresentation.com