Tracy Larrua
Overview
45
45
years of professional experience
Work History
Founder/Public Relations & MarCom
Poi Planet
02.2008 - Current
- Integrated public relations practice based in Hawaii emphasizing marketing communications, promotions, and production
- Responsible for day-to-day client relations, creating overall P.R
- Campaigns, promotion/special event planning and execution, press trips, media training and coaching, website content/direction, social media best practices, and aligning clients with philanthropic causes and co-promotion partnerships with like-minded businesses.
Dir. Of Public Relations
The Fairmont Miramar Hotel & Bungalows
08.2005 - 02.2008
- Responsible for overall P.R
- And promotional projects for Fairmont Hotel & Resort's S
- California cliffside property in Santa Monica
- Duties included website content/design direction, hotel collateral, i.e., brochure copy/design, press releases/EPKs, press trips, direct mail, and email campaigns
- Created new corporate partnership with Exhale Spa.
Dir. Of Mkt. Communications
The Westin Century Plaza Hotel & Spa
08.2002 - 01.2004
- Responsible for overall MarCom, PR, and promotions for Starwood's signature Los Angeles property in Century City
- Duties included press releases/EPKs, press trips, and numerous Hollywood partnerships and promotions with up-and-coming TV shows
- Also responsible for the P.R
- And MarCom re-launch of the 30,000 square foot spa, Spa Mystique.
Reg. Dir. of Public Relations
The Ritz-Carlton, Marina del Rey/The Ritz-Carlton, Kapalua, Maui
08.2000 - 08.2002
- Responsible for overall PR, promotions, and marketing communications for the Marina del Rey property in S
- California and the Hawaii property in Kapalua, Maui
- Projects included website content/design direction, collateral such as hotel advertisements, brochure copy/design, press releases/CD kits, direct mail campaigns, and press trips.
Dir. Of Public Relations
Wyndham Hotels & Resorts
02.1998 - 08.2000
- Responsible for overall P.R., promotional projects, and press trips for two Wyndham Hotels & Resorts in S
- California: The Bel Age Hotel in W
- Hollywood and Checkers Hotel in downtown Los Angeles
- Duties included writing press releases/CD kits, photo shoots/filming, working with all media and location scouts, and assisting with ad copy/brochure copy/design, miscellaneous collateral, and direct mail campaigns.
Senior Account Executive
Macy + Associates
09.1997 - 02.1998
- Responsible for supervising numerous real estate development-based accounts for the Venice, California PR and advertising firm
- Managed all P.R., press releases/CD kits, promotions, special projects planning, advertorials, photoshoots, and creating/executing broker events.
Independent Contractor
T.L. Promotes
07.1994 - 09.1997
- Created and supervised P.R., promotions, and unique event campaigns for various advertising, retail, entertainment, and travel industry clients
- Developed and supervised special community projects including the Hawaii Jazz Festival, Okinawan Music Festival, and the Kalihi-Palama Summer Festival.
Director of Public Relations
The Ritz-Carlton, Marina del Rey
11.1993 - 07.1994
- Responsible for overall P.R
- And promotional projects, including all collateral such as press releases/kits, photo shoots/filming, working with all media and location scouts, direct mail campaigns, and hotel advertisements.
Div. Public Relations & Promotions Manager
Sheraton Hotels Hawaii-Japan
10.1986 - 12.1988
- Responsible for overall P.R
- And promotional projects, including all press releases/kits, direct mail campaigns, photo shoots/filming, and working with all media for six Sheraton Hotel properties in Hawaii.
Account Exec.
Stryker Weiner Associates/The PR Directors
01.1986 - 10.1986
- Responsible for supervising all P.R
- And promotional projects for accounts including the Sheraton Hotels Hawaii-Japan Division and launch of The Hard Rock Café.
Account Exec.
Ogilvy & Mather
08.1983 - 12.1985
- Responsible for supervising the accounts of the Hyatt Regency Waikiki, Hyatt Regency Maui, Hawaiian Memorial Park, and Coca-Cola
- Managed all advertising copywriting, design/graphics, as well as photo/film shoots.
Asst. Account Exec.
Mayfield Smith Park
10.1981 - 08.1983
- Responsible for the day-to-day servicing of the McDonald's Hawaii account and organizing this mid-sized advertising agency's media, graphic, and account service departments
- Also assisted with casting for commercials and photo/film shoots.
Account Coordinator
Gamlin & Wayland
10.1979 - 10.1981
- Responsible for organizing the media, graphic, and account service departments of this boutique real estate-based advertising agency and overseeing any promotional tie-ins with partner P.R
- Firms.
Education
The University of Hawaii, College of Continuing Education
Kamehameha Schools, Continuing Education Program
Cannons International Business College
James B. Castle High School
Skills
- Customer Acquisition
- Staff Management
- Financial Management
- Revenue development
Affiliations
- Women Chefs & Restaurateurs (WCR)
- Entertainment Professional Publicists Society (EPPS)
- Public Relations Society of America (PRSA)
Awards
- Fairmont Miramar Hotel & Bungalows, Leader of the Quarter (2006)
- Ritz-Carlton, Marina del Rey, Leader of the Quarter (2001)
Community Service
- I'm A Bright Kid Foundation, 2016, Present
- Miss Hawaii Scholarship Pageant, 2015, 2022
- Honolulu Museum of Art (HoMA), 2015, 2016, Volunteer Publicist, Filipino Film Festival
- Peace Bridge LLC, 2010, 2017, Board Member
- Hui O Ko'olaupoko, 2010, 2013, Volunteer PR
- Gallery 825, 2002, 2004, Volunteer
- L.A. Indie Music Festival, 2001, Volunteer
- Zone 9, 2001, Volunteer
- Inner-City Arts Organization, 2000
- L.A. Best, 1997
- St. Joseph Center, 1994, Marketing Committee
- Santa Monica YMCA, 1993, Marketing Committee
- Central/Honolulu YMCA, 1991, 1993, Marketing Committee
- Catholic Charities/Youth-At-Risk Program, 1991, 1993, Performing Arts Instructor
- University of Hawaii Rainbow Dancers, 1990, 1992, Asst. Choreographer
- Oceanic Spirit Team, 1991, Choreographer/Advisor
- Kamehameha Schools Cheerleading Squad, 1989, 1990, Choreographer
- Windward Special Olympics, 1985, Volunteer
Timeline
Founder/Public Relations & MarCom
Poi Planet
02.2008 - Current
Dir. Of Public Relations
The Fairmont Miramar Hotel & Bungalows
08.2005 - 02.2008
Dir. Of Mkt. Communications
The Westin Century Plaza Hotel & Spa
08.2002 - 01.2004
Reg. Dir. of Public Relations
The Ritz-Carlton, Marina del Rey/The Ritz-Carlton, Kapalua, Maui
08.2000 - 08.2002
Dir. Of Public Relations
Wyndham Hotels & Resorts
02.1998 - 08.2000
Senior Account Executive
Macy + Associates
09.1997 - 02.1998
Independent Contractor
T.L. Promotes
07.1994 - 09.1997
Director of Public Relations
The Ritz-Carlton, Marina del Rey
11.1993 - 07.1994
Div. Public Relations & Promotions Manager
Sheraton Hotels Hawaii-Japan
10.1986 - 12.1988
Account Exec.
Stryker Weiner Associates/The PR Directors
01.1986 - 10.1986
Account Exec.
Ogilvy & Mather
08.1983 - 12.1985
Asst. Account Exec.
Mayfield Smith Park
10.1981 - 08.1983
Account Coordinator
Gamlin & Wayland
10.1979 - 10.1981
The University of Hawaii, College of Continuing Education
Kamehameha Schools, Continuing Education Program
Cannons International Business College
James B. Castle High School
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