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