“If I was down to my last dollar, I would spend it on Public Relations”  Bill Gates




Barking Owl Communications is a Sydney-based boutique PR agency specialising in media relations and integrated communications programs for the travel and tourism industry. Our reputation is for creative and strategic advice to help deliver great outcomes for the client and agency.

Barking Owl combines in-depth experience, solid media relationships and an approachable style comprising a team of consultants who share passion for and extensive knowledge of the travel and tourism industry.




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We have excellent, long standing relationships with the media and understand what they need and how to deliver it for maximum effect



We build strategic communication programs that mutually benefit organisations and their audience



We are highly experienced in crisis and issues management delivering audits, plans, training and support   



We have a deep understanding and strong relationships in the travel trade in both Australia and New Zealand


We research, produce and publish powerful content that connects with audiences


We have a reputation for not only creating and executing unique events that build awareness but also events that drive revenue 


We are proud of our ability to connect and create mutually beneficial partnerships that are long standing and deliver excellent results  


Producing a podcast is easy! Producing a good podcast takes time, research, excellent talent, interesting stories, exceptional sound and attention to detail - we've done it so we know!



Barking Owl is privileged to work with a diverse range of clients in Australia and internationally. With travel being our sweet spot, we work across some of Australasia’s most stunning destinations, resorts and hotels as well as airlines and a cross-section of lifestyle and eco-based adventures. We represent state, national and international tourism bodies to help drive visitation and bookings and have successfully transformed perception and economic recovery following a crisis.  Our services have also been called on to develop corporate and B2B programs for some of the world's largest global tourism companies such as Expedia and Boeing.

Barking Owl has also worked extensively in the lifestyle sector developing media support and events for the wine, food and beverage industries.


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Sofitel Sydney Darling Harbour
Trave Oregon
Oita Japan
Radisson Blu Plaza Sydney
Tourism Tasmaina
Featherdale Wildlife Park
Royal Brunei Airlines
Sanctuary by Sirromet
Christchurch and Canterbury Tourism
The Maria Island Walk



We are strongly connected with media in the tourism, luxury and lifestyle sectors​ and have a proven track record in managing highly successful launches and maintenance programs for clients including:​

  • Launch of qualia and ongoing communications program​

  • Launch of Sofitel Sydney Darling Harbour and ongoing communications program​

  • Delaware North - Lizard Island, El Questro Homestead​

  • Ultimate Winery Experiences of Australia (Tourism Australia "Best of")​​

  • Wineglass Bay Sail Walk​

We have experience in creating and implementing results driven and promotable partnership programs for luxury clients:

  • Claris the Mouse High Tea for Sofitel Sydney Darling Harbour and Megan Hess 

  • The Maria Island Walk and Michelle Bridges​

  • Australian Ballet for qualia​

  • Gourmet food and wine weekends for Lizard Island with Mark Best and Neil Perry​

  • El Questro partnership with Myer catalogue launch – with Jennifer Hawkins and Kris Smith

We have a deep understanding of the tourism industry​ and work closely with leading industry organisations



Jill Collins is the founder and managing director of Barking Owl communications and has more than 20 years’ experience in public relations, communications and crisis management.


Jill has held numerous senior leadership roles including heading up the Sydney office of international top tier PR agency, Edelman. Prior to that she spent 11 years in the US managing Edelman’s Consumer PR division in LA, leading programs for clients such as Pepsi and Tourism Queensland, before moving to Chicago to head up the company's Tourism Practice for North America.


In 2003, she established Barking Owl Communications to assist clients in the tourism and lifestyle industries develop and implement strategic communications programs to help them reach their business objectives.

Jill is joined by a team of highly professional consultants who develop and implement hard-working, results-oriented programs for our clients.




Global Manager – PR, Broadcast and Advocacy at Tourism Australia

Tourism Australia has worked with Barking Owl Communications for many years and consider them to be one of Australia’s leading tourism agencies. They are highly knowledgeable in their field and understand how to work with industry organisations like Tourism Australia for mutual benefit.  We have worked with Jill and her team across a range of clients and whether it’s hosting Oprah Winfrey on Hamilton Island to a large media contingent, organising interviews at major industry shows like ATE or getting their assistance with hosting international journalists on walks in Tasmania we know we are always in good hands.


CEO, Tourism Tasmania

Tourism Tasmania has worked with Barking Owl for several years in their role as the PR representatives for the Tasmanian Walking Company (TWC).  Over this time, Tourism Tasmania has provided flight and accommodation support for the interstate journalists that Barking Owl has invited on the Walks.  We have found this relationship to be very successful as they have a deep understanding of the Australian media and how to work with journalists across traditional and social outlets.  Barking Owl has consistently attracted media that we consider to be of a high value, delivering mutually beneficial results for Tasmania and the TWC.


CEO, Australian Cruise Association

Barking Owl has worked closely with ACA for the last few years to shine a light on the work we do in the cruise industry.  They have developed a successful B2B program for our Association including strategic counsel, content development to reach our key stakeholder groups, social media programming and event support for our annual membership conference all of which has elevated our presence in the cruise sector.  They have a keen understanding of our industry and the key players, are responsive to our needs and provide proactive on-target recommendations.


Vice President International Tourism, 

Travel Portland

Travel Portland has been proud to work with Barking Owl for the past three years on a multi-layered program of media, trade and direct to consumer activity to tell the stories of Portland to the Australia and New Zealand markets. During this time, we have received personal, professional and forward-thinking advice and direction every day. Jill and her wonderful staff took time to understand the uniqueness of Portland and brought the most creative projects to us meeting our strategic goals. From an exciting digital media program with the Bondi Hipsters to the delivery of a high quality six-part podcast series on the city, they have constantly driven us to think differently.  These initiatives have been underscored with hardworking media programs which have seen numerous on-target media visits result in a high level of coverage and solid industry programs which have delivered outstanding trade partner and airline relationships and most importantly visitor numbers. The results are impressive -- outperforming Portland’s competitive set of five U.S. cities by 17% from 2014 to 2019. Travel Portland looks forward to working with Jill and Barking Owl again in the near future.


Vice President Communications,

Accor Asia Pacific 

Barking Owl is one of the hardest-working and most creative PR agencies we have had the pleasure to work with. They drove an exceptional communications program for us create maximum exposure for the Sofitel Sydney Darling Harbour’s positioning as the newest internationally-branded, five-star hotel in Sydney. This included pre-opening activities to help get us wins with the media before we even opened our doors. They then created a series of outstanding events to keep the momentum going, with excellent media outreach and great partners.  Our “Claris the Mouse High Tea” with renowned illustrator Megan Hess was a huge success, generating exceptional coverage and sell-out bookings for months. Jill and her team have outstanding media relationships, excellent partnerships in the luxury space and are brilliant at creating content, delivering strategic communications plans and pitching angles for their clients. I would not hesitate to recommend Barking Owl to anyone looking for an agency to help them stand out from the crowd – they can be counted on to deliver beyond your expectations.



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Office address

Barking Owl Communications

Suite 207
Valhalla Building
166 Glebe Point Rd
Glebe, NSW