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Helm

Helm is a PR, marketing, and placemaking agency for consciously-led and intentional brands across travel, hospitality, property, and design.

Helm is a strategy-first consultancy that designs and amplifies places and experiences. Led by industry experts and long-time collaborators Rachel Jones and Andrew Cavallaro, we partner with leaders across travel, tourism, hospitality, property, and design to deliver narrative-led planning, placemaking, marketing, and communications. Through a rare combination of strategic depth and heartfelt stor

ytelling, we help our clients realise their full potential. Balancing the analytical with the emotional, and the practical with the poetic, we intentionally design, curate, and champion brands and destinations to unlock strategic opportunities and to connect them with like-minded audiences. Concepting Services: designing better places and experiences
- Brand Positioning
- Product & Experience Concepting
- Place Vision
- Business Case
- Brand Strategy
- Naming & Brand Identity
- Destination Master Planning
- Precinct Placemaking Strategy
- Guest Journey Mapping
- Customer Experience Strategy & Framework

Communications Services: amplifying better places and experiences
- Public Relations – Earned Media / PR Strategy, Press Office Management, Media Engagement, Media Events
- Marketing – Owned Channel / Paid Media Strategy, Campaign Ideation & Management
- Market Representation – B2B Sales Strategy, Tourism Industry Engagement, Travel Trade Events

Current Clients: Bullo River Station, Cempedak Private Island, Eurail, G Adventures, Nikoi Private Island, Rolls-Royce, Small Luxury Hotels of the World, Song Hotel

01/05/2026

Bullo River Station has just shared an update on its transformation ahead of its May 2027 reopening.
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Currently closed for 2026, the Northern Territory luxury lodge is undergoing a thoughtful redesign by Sibella Court and MJA Studio — elevating the guest experience while remaining deeply anchored in country, narrative and station life.
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The next chapter will introduce 12 expanded guest rooms, immersive indoor-outdoor living, and a design language deeply rooted in the landscape.
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Still a working cattle station. Still a vital conservation landscape. Just more elevated.
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Reservations for 2027 to be announced soon.
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28/04/2026

More beautiful hotels to choose from ✨
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is off to a strong start in 2026, welcoming 29 new boutique properties in Q1.
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From the timeless elegance of Paris at Hotel Bowmann, to wildlife encounters at Rhino and River Wildlife Retreat & Spa, and the charm of Ridley House in Key West, each stay reflects a growing shift towards more meaningful, experience-led travel.
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The historic La Casa del Presidente in Spain and the Historia Boutique Hotel Nile Cruise, offering a new way to explore Egypt, are also joining the portfolio.
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New signings also bring a mix of recent and upcoming openings, from Ireland’s The Grace Hotel set across 430 acres, to the whimsical Casa Caprile in Capri and the newly reimagined Eight Venezia opening this July.
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All independently spirited and distinct by design.
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📷:
🤍 Ridley House (part of )
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24/03/2026

We celebrated 5 years of Helm this weekend 🤍

Gathering with family and friends at at , we marked this milestone by sharing a magical and memorable experience led by the incredible . It was one of those days that fills your cup in all the right ways – grounded in connection, learning, and intention.

It was also a moment for us to pause and reflect on what Helm is truly about, and our ongoing commitment to be more aware, more mindful, and more positive in our everyday actions. Not just looking back on what we’ve built, but committing to how we keep growing.

Deep gratitude for everyone who has been part of our journey so far. We’re energised and excited for the years to come ✨

11/03/2026

Exciting news for European rail travel ✨
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Eurail has just announced new train routes joining its Pass network, making it even easier to explore Europe by rail:
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🚊 New direct Baltic connections now link Riga (Latvia) and Tallinn (Estonia), while upgrades to cross-border routes between Scandinavia, the Baltics, Poland and Germany continue to roll out.
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🚊 Increased services between Vienna (Austria) and Zagreb (Croatia), plus major improvements to rail travel across Austria, north-eastern Italy, Slovenia and Croatia thanks to the new Koralm railway line.
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With the Eurail Pass covering more than 30,000 destinations across 33 European countries, will 2026 be the year you get curious and travel somewhere new?
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Book before 31 March to take advantage of Eurail’s current sale: 15% off all Eurail Global Passes and One Country Passes.
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📷 Tallinn Old Town, Estonia

08/03/2026

The numbers are in 💙
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Thanks to the guests who chose last year to stay at Song Hotel, dine at Song Kitchen, and from other funding sources, over 18,000 hours of support, and 500+ safe, stable, and affordable homes, were provided for more than 7,600 women across Australia in 2025.
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As profit-for-purpose businesses, Song Hotel (Australia’s first profit-for-purpose hotel) and Song Kitchen proudly support the work of YWCA Australia.
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100% of profits made from these two businesses, equating to 25 cents in every dollar spent by guests, are used to support projects for women across housing, services, and leadership pathways.
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Now that’s a stay that feels good in every sense.
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20/02/2026

2026 is well and truly underway and will see Small Luxury Hotels of the World (SLH) welcome a new wave of extraordinary member hotels, each championing individuality, sustainability, and a deep sense of place.
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Here’s what’s on the horizon:
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✨ Shanghai Muh Shoou Zhujing, a 60-key architectural sanctuary nestled within the ancient water town of Zhujing, China, opens in April.
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✨ The Landmark Rhodes opens in May with coastal villas and a serene spa set against a centuries-old olive grove on the sun-soaked Greek island of Rhodes.
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✨ THE PASONA, Japan, pioneering sustainability with a state-of-the-art spa and Thalassotherapy-inspired, marine-based wellness experiences, opens in June.
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✨ Levantine Hill Hotel, Yarra Valley is also slated to open in June, offering a refined 33-room vineyard escape, pairing immersive wine-country dining with cellar door tastings and sweeping Victorian landscapes.
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✨ Villa Helios Capri in Italy debuts later this year as an intimate nine-suite Mediterranean jewel. Blending classic villa charm with cream‑coloured façades, the property is tucked away on a cobbled lane just minutes from Capri’s famed Piazzetta.
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From rainforest immersion to island sanctuaries and vineyard escapes, 2026 is shaping up to be a year of unforgettable stays with SLH.
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10/02/2026

At Helm, we’re inspired by brands that choose the thoughtful route. Those who design with intention, move with purpose, and value quality over speed.
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That’s why a recent project with Rolls-Royce resonated so deeply. The brand’s highly personalised and considered approach to design mirrors our belief that the most meaningful stories are crafted with care, curiosity and respect for the journey, not just the destination.
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We’re proud to have collaborated with a brand like Rolls-Royce that deeply honours craftsmanship and celebrates the art of taking your time.
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If stories of design and craftsmanship inspire you too, stay tuned or reach out. We’d love to continue the conversation.
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14/01/2026

Exciting news! G Adventures and National Geographic Expeditions have finally revealed their new ‘Signature’ itineraries.
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The collection includes 32 trips across 28 destinations, ranging from 7 to 19 days — from Southern Africa and Peru to Japan, Costa Rica, Central Asia, Morocco, Vietnam, and Palau, a brand-new destination for G Adventures.
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Bringing together National Geographic’s 135-year legacy of exploration, science and storytelling with G Adventures’ 35+ years of community-led tourism, these journeys go far beyond traditional luxury travel, offering purpose, perspective and unparalleled access.
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Bookings are now open for early 2027 departures. Visit www.gadventures.com/travel-styles/national-geographic-expeditions/signature/
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G Adventures
National Geographic

11/01/2026

Before 2025 came to a close, Helm hosted upcycling queen Jaharn Quinn and native food chef Mindy Woods on a slow travel’ trip taking in France, Switzerland, Germany and the Netherlands - home to Eurail HQ.
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Seeking to uncover slow design and food ideas, whilst embracing a more mindful and conscious way of travelling, Jaharn and Mindy took the time at each stop to get curious, wander off the beaten path, and connect with likeminded locals. From seeking thrift store recommendations from resident makers and creators to spending quality time with slow food advocates, they let a slow mindset and curiosity be their guide.
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Memorable moments from the trip included dining with Ukrainian refugee women in Basel, cycling through Cologne’s creative districts on bikes made from recycled metals, and connecting with Dutch media and content creators at Eurail’s Slow Travel Supper event in Utrecht.

Slowing down enabled Jaharn to find beauty in the in-between moments. Her top slow travel tip is to “allow yourself the time to meet and talk to local people.”

Mindy’s highlights were all the unexpected moments of connection and community; the people met and places discovered when she remained open and curious.
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Are you looking to embrace slow travel in 2026? We’d love to chat!

18/12/2025

Introducing SLH’s 2026 openings ✨
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2026 will see Small Luxury Hotels of the World welcome new member hotels that champion individuality, sustainability, and cultural connection.
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💫 Niva Labriz Seychelles is reopening after a full renovation in January 2026, offering a renewed island resort surrounded by dramatic peaks and protected marine reserves.
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💫 Shanghai Muh Shoou Zhujing, a 60-key architectural retreat set within the ancient water town in Zhujing, China is set to welcome guests in April 2026.
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💫 On the Greek island of Rhodes, The Landmark Rhodes will open in May 2026, offering coastal villas and a spa within a sun-soaked hotel set against the lush backdrop of a centuries-old olive grove.

💫 Scheduled to open in late 2026, the 72-key Sanctuary Rainforest Resort & Spa - Dominica will be SLH’s first member hotel in Dominica. Located in the tropical rainforest of the Roseau Valley, between two rivers and near waterfalls, volcanic hot springs, lakes and rainforest trails, this resort promises to immerse travellers in nature’s full glory.
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📷:
1. Niva Labriz Seychelles
2. Shanghai Muh Shoou Zhujing
3. The Landmark Rhodes
4. Sanctuary Rainforest Resort and Spa
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Address

Suite Greece, 12/76 Doggett Street, Newstead

4006

Website

http://www.thisishelm.com.au/

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