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© 2019 The Sway Effect



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Leading the Global Travel & Tourism Industry

The Sway Effect serves as global media relations agency of record. Our focus is to promote the organization as a leading voice for the travel and tourism industry worldwide, strengthen awareness of key initiatives such as biometrics and sustainability, and convene the industry to drive change. 


Notable recent work includes:

  • A global communications effort to support the first-ever WTTC Climate and Environment Action Forum during the September 2019 UN Assembly where CEO Gloria Guevara made a bold call to action to make sustainable tourism a reality. Coverage included, but was not limited to, The New York TimesThe Financial TimesTravel Weekly

  • Secured feature coverage showcasing how biometrics will change how we travel on Bloomberg, CNN, and Forbes.​

Establishing a Unifying Message for Good

​The Sway Effect’s founder Jennifer Risi has a longstanding relationship with UN Women and serves as a senior communications advisor to UN Women Executive Director Phumzile Mlambo-Ngcuka. Current work is focused on crafting a strategic message platform to bring all initiatives, programs and partnerships together to showcase the collective mission of the organization while also providing media relations support when called upon by the Executive Director.  


Recent coverage includes: CheddarHolmes Report and The Drum.


Driving Diversity and Repositioning for the Future

The Sway Effect serves as the OAR and global communications partner to the 4A’s Foundation. Our mission is to develop a strategic campaign to elevate the profile of the organization and its leadership while driving awareness to the depth and breadth of the organization’s programs and scholarships. Partnering with 4A’s talent lead Simon Fenwick, we have developed an enhanced narrative and positioning for the organization and are planning a launch before the end of the year.

Celebrating Fiesta Amigos

De Mazatlán

October 2019

The Sway Effect team is committed to increasing the number of tourists who visit the beautiful city of Mazatlán. As part of this effort, the Sway team organized a press trip in October 2019 that included influential business and trade from the USA and Canada.  Up next, the team is working with key global business media outlets to tell the story of how the government and private are working together to drive tourism to the region.  We also have a second press trip planned for January 2020.