Public Relations – Journalist, Features Writer, Arts & Creative Industries Publicist
Freya is a content expert, features writer and communications consultant with more than 15 years of experience working with high profile arts, media, architecture and design organisations. She has been engaged on Vivid Sydney for ten years, starting at Sydney Opera House as senior video producer and digital content specialist from 2009-2011 in the festival’s early years, then with Destination NSW as specialist communications consultant on Vivid Ideas and Vivid Music 2012-2015 and as their creative copywriter 2017-2019 across all publications, website, eDMs, articles, native advertising and new initiatives such as Vivid School. Her collaboration has been instrumental in building audiences and engagement for Australia’s largest arts and cultural festival.
Freya has highly developed digital strategy and content production skills forged at Sydney Opera House, Telstra Media, Optus, AOL and the ABC. She is skilled in editorial creation for websites, digital and print publishing and social media channels.
As a publicist and communications expert, Freya has led major campaigns for Melbourne Design Week, Australia’s Good Design Awards, Sydney Architecture Festival and Liveworks and has collaborates closely with clients including the National Gallery of Victoria, the Museum of Applied Arts and Sciences (MAAS), Carriageworks, Sydney Masonic Centre, Melbourne Convention and Exhibition Centre (MCEC), Saxtons, Ariana Huffington’s Thrive Global and the Australian National Maritime Museum. She also collaborates with comedian, broadcaster and design nerd Tim Ross on his live shows and exhibitions including Designing a Legacy, Motel, Man About the House and Design Nation. She is adept at securing major coverage, growing media partnerships and hosting media representatives and ambassadors at networking, media calls and signature events.
Freya has also cultivated a byline writing feature articles for leading design journals and lifestyle magazines including Monocle, Houses, Artichoke, Design Quarterly, (inside) Interior Design Review, ArchitectureAU and Australian Design Review and Vogue Living. She brings expertise in researching and generating fresh feature concepts and conducting interviews. She always writes with an inspirational tone to match the audience and brief.
She holds a Bachelor of Arts and a Post-Graduate Diploma in Art Curatorial Studies and Museum Management from The University of Melbourne.