FRHI Hotels & Resorts

October 21, 2013 11:44 ET

FRHI Appoints Alexandra Blum Vice President, Public Relations

TORONTO, ONTARIO--(Marketwired - Oct. 21, 2013) - FRHI Hotels & Resorts (FRHI), the parent company of luxury and upper upscale hotel brands Raffles Hotels & Resorts, Fairmont Hotels & Resorts and Swissôtel Hotels & Resorts, today announced the appointment of Alexandra Blum as vice president, public relations.

Reporting directly to FRHI's executive vice president and chief marketing officer, Blum will be responsible for developing and leading the company's global public relations strategy and will also have complete oversight of the hotel group's external communications activity. Additionally, she will provide leadership, guidance, and direction to hotel, regional and corporate PR teams, while also establishing and maintaining a global public relations agency structure including agency selection, oversight and focus.

"I am very pleased to have Alexandra moving into this role and believe her strategic approach, creativity and attitude towards innovation will elevate our public relations platform to new heights," said Jeff Senior, executive vice president and chief marketing officer, FRHI. "Having strong relationships with media partners has always been a top priority across all of our brands. Under Alexandra's guidance, we'll continue to build on those well-established networks while also growing our outreach in new markets, and developing creative ways for media to package and deliver our brand stories with ease."

Blum brings more than 20 years of media, sales and marketing related experience to her new role, including work in publishing, new business development, lifestyle partnerships, and advertising. She began her career at Thomson Corporation (now Thomson Reuters), and moved on to increasingly senior roles at WHERE Magazines International, Opal Sky Inc. and Rogers Media. After joining Fairmont Hotels & Resorts as an independent consultant in 2004, Blum assumed responsibility for the brand's growing partnerships division and was appointed to her most recent role as executive director, brand development & global partnerships in 2010. In this capacity, she initiated and managed lifestyle partnerships with leading international brands including BMW, Universal Music Group, Reebok, and Random House Publishing. In addition, she was instrumental in launching Fairmont Fit, a fitness apparel program for travelers, and Fairmont Magazine, the global in-room guest publication for Fairmont Hotels & Resorts.

Commenting on her new position, Alexandra Blum said, "I am very excited to be taking on this role, especially with FRHI poised for so much growth internationally. With strong and strategic relationships being the foundation of any successful communications platform, I'm also looking forward to developing long-lasting and meaningful relationships with all of our external stakeholders, including our media partners. Growing the awareness of our leading brands and developing newsworthy initiatives that will resonate with our guests will also be key focus areas."

Blum holds an Honours Bachelor of Arts from Ontario's McMaster University and is a graduate of the business program at Ryerson University, Toronto. She is also currently completing her MBA at the Richard Ivey School of Business at the University of Western Ontario.

About FRHI Hotels & Resorts

FRHI Hotels & Resorts (FRHI) is a leading luxury hotel management company that operates more than 105 hotels globally under the Fairmont, Raffles, and Swissôtel brands. The company's distinctive portfolio of luxury and upper upscale hotels features celebrated icons, world-class resorts and stylish city center hotels. Some notable hotels include the Raffles Singapore, Swissotel The Bosphorus, The Fairmont San Francisco and London's The Savoy. Focused on growing its distinctive hotel brands, the company is also developing new hotels in key locations around the world including exciting projects in China, Russia, India, Turkey and Saudi Arabia. The company also manages Fairmont and Raffles branded estates and luxury private residence club properties. For more information, please visit

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