Australian agency, Enthral, has been appointed as the Australian PR agency for Atlantis, The Palm and Atlantis The Royal in Dubai. The partnership follows a competitive four-way pitch and marks a significant expansion for Enthral in the global luxury travel space.

Enthral will lead public relations and influencer strategy, as well as celebrity, content creator and brand partnerships for both resorts. Atlantis The Royal was opened over a year ago and last week was ranked ninth in The World’s 50 Best Hotels 2024, jumping 35 spots into the top 10 and earning the Highest Climber Award 2024.

"Enthral’s pitch demonstrated a deep understanding of our brand and properties, along with impressive strategic and creative approach," said Hannah Cole, Public Relations Manager, Atlantis Dubai. "Together, our goal is to showcase Atlantis Dubai as the must-visit destination for Australian travellers; we’re excited to work with Enthral to continue to elevate the experience and connect with a broader audience."

The pair said the Australian market has significant growth potential for the Atlantis brand. This new client partnership adds to Enthral's existing travel portfolio which includes brands such as Virgin Australia, Virgin Voyages, Crown Resorts and RACV.

"From the moment you step foot in these iconic properties, you are instantly transported into another world," said Cameron Smith, Founder and Managing Director, Enthral. "They’re also a great place for Aussies to extend their layover on their way to or from Europe; and no matter how long you spend here, you’ll have memories that will last a lifetime."

Smith along with Managing Partner, Michelle Beckett attended Atlantis Dubai’s inaugural Agency Summit. Atlantis Dubai announced Lionel Richie will be performing at Atlantis, The Palm’s famous New Year's Eve Gala this year.

Founded in 2013, Enthral was established by a team with a newsroom background and specialises in earned and owned content.