The founder and managing director of Serena PR, Laura Serena brings more than two decades of experience – and a lifetime of personal fascination for travel and hospitality – to every facet of her professional endeavours.
An insatiable traveller whose motto is, “As long as there’s a direct flight, my bags are packed,” Laura began her career in tourism at Tourism Vancouver, and soon rose through the ranks to become the organization’s Travel Media Relations Manager. There she established her relationship with the North American media marketplace, and where she played a key role in conceptualizing one of the most popular events in Vancouver’s, and in the country’s, hospitality calendar: Dine Out Vancouver. The festival is now the largest annual culinary event of its kind in Canada.
Following her tenures at Tourism Vancouver and as a partner at Immedia PR, Laura established Serena PR in 2013. It quickly became a deeply respected, sought-after representative for distinguished local, national and international clients, including tourism organizations and destinations, hotels, restaurants, wineries, festivals and special events, and more.
Laura has consistently maintained active roles in the industries she represents, expanding her knowledge and relationships at every opportunity. She is a long-standing associate member of the Society of American Travel Writers; has participated in Destination Canada’s marketplace events for almost 20 years; and through past diamond tourism related work, became a Diamond Graduate of the Gemological Institute of America.
The product of a “big, happy Italian-Canadian family,” Laura masterfully engages with all types of personalities, and embraces the clients, journalists, and influencers she meets through her work as members of her extended family.