Delivers strategic communications solutions that are fresh, innovative and considered.

Focuses on developing new ideas, initiatives and directions, every time.

Visionary and insightful; strategic and connected.


Strategy Development

It all starts here.  Built on the foundation of client goals, a well-devised and integrated communications plan helps ensure consistency across all written, digital and spoken channels. We believe that communications activity is not an end in itself, but should serve and be aligned with the client’s overall strategic direction, brand, culture and values.

Media Relations

It’s all about relationships with media. Creating, nurturing and managing those relationships is what we do best and the results show. Sourcing media opportunities; drafting, editing and issuing media releases; pitching story ideas; arranging media briefings and photo-calls, it’s part of our DNA.


 We put together engaging content that empowers key audiences and tells the client’s story. Anything from corporate and employee profiles, e- news, presentations, brochures to flyers and signage, we ensure the messaging, format and style are the right fit for the audience.

Issues Management

The key to issues management is being prepared. No matter how large or small a business or organisation, issues may arise that can seriously diminish the brand and hard-earned reputation. We recommend to clients a proactive approach to avoid or minimise the impact of a potential crisis. Workshopping with a client to identify potential issues that might attract adverse media attention or negative online attack, we prepare responses in advance and devise a plan for strategic and timely delivery, if required.

Brand Communications

We work closely with a boutique brand communications agency whose expertise across the strategic and creative disciplines, delivers engaging and powerful customer experiences. Briefing and managing graphic designers, overseeing the creative process and owning the strategy behind the collateral, that’s their thing and we love their work.


Recent Projects/Clients:

Past Projects/Clients:

  • Great Victorian Rail Trail

  • Beechworth Bakery

  • Lindenwarrah at Milawa

  • Brown Brothers

Other Clients:

  • • Tourism Ireland
  • • Slovenia Tourist Board
  • • British Midland (BMI)
  • • Royal Caribbean Cruises & Celebrity Cruises
  • • Tourism Victoria
  • • North East Victoria Tourism


A 20 year career working with a range of clients across Australia, UK and Ireland, Michelle now specialises in delivering strategic communications solutions to the travel, food/wine, cycle tourism/advocacy; sports and events sectors.

A small, energetic team of vibrant and dedicated communicators, we are partners to our clients and strive to keep them visible and memorable.

We live what we do. Immersed in the natural beauty of North East Victoria, surrounded by mountains and valleys, vineyards and cycle trails, we don’t have to look far for story inspiration.



“I’ve worked with Michelle on a number of famils and other media opportunities and have on every occasion been impressed by her product knowledge, professionalism and efficiency. The fact that she is a keen cyclist herself is evident in the depth of her product knowledge and her industry contacts – both cycling and the regions at large. At the same time, Michelle’s understanding of the media means that she is highly effective in identifying and tailoring newsworthy angles.”

– Lisa Hunt – Destination Communications Manager- Tourism Victoria


“Michelle has been a key member of the RoadSafe NE Safe Cycling sub-committee and her expertise in organising the Safe Cycling Forums for Benalla, Wodonga and Bright has been much appreciated. Michelle brings a mix of strategic communications, advocacy experience and media contacts to our Cycling Safety program. As well as her professional expertise, Michelle’s passion for cycling and ability to engage with cyclists and the cycling industry are integral to our plans for achieving long term safety improvements and influencing behaviour change.”

– Robert Allen – Road Safety Officer – RoadSafe North East Community Road Safety Council


“For knowledge of cycling and cycling tourism, there are none better than Michelle Armstrong, who has knowledge, experience and insight that I’ve found invaluable in my work as a writer. I’ve shared a challenging ride with Michelle in regional Victoria and taken several other cycling trips organised by Michelle. Each time the itinerary and experience has been first-rate, enhanced by her intimate knowledge of a cyclist’s unique requirements, resulting in a broad range of articles and story angles for a cross-section of national and international media.”

– Andrew Bain – Travel Writer, lead author of Lonely Planet’s Cycling Australia Guidebook, author of Where to Ride Tasmania