About

Shine Creative is a strategic PR and communications consultancy specialising in travel, hospitality and lifestyle brands.

Founded by Mhairi Wilson, Shine Creative brings together more than 25 years of experience across PR, broadcasting, journalism and brand storytelling, helping brands shape reputation, build visibility and connect more meaningfully with their audience.

From luxury hotels and cruise companies to tourism organisations and independent hospitality businesses, Shine Creative works with brands that have a strong sense of place, personality and purpose.

The agency specialises in strategic PR, media relations, profile building and storytelling-led communications, creating thoughtful campaigns that build long-term reputation rather than short-term noise.

Mhairi Wilson, founder of Shine Creative, working from her office in Scotland.

Mhairi Wilson

Founder

Alongside her PR work, Mhairi is also a travel and interiors writer, with work published in titles including The Scotsman and Scottish Field. Her editorial background gives Shine Creative an instinctive understanding of what makes stories land, what journalists are looking for and how brands can communicate more effectively across every touchpoint.

Mhairi is also a qualified interior stylist, bringing an additional understanding of how hospitality brands are experienced in person, not just through words, but through spaces, atmosphere and detail. This gives Shine Creative a distinctive perspective on guest experience, helping hotels, restaurants and destinations consider how their brand looks, feels and tells their story in a more thoughtful and cohesive way.

A woman with wavy blonde hair, wearing a light blue shirt and dark jeans, sitting at a small desk in a bright room. She is facing away from the camera and working on a computer with a white background, which displays images and videos. The room has artistic decor, a beige upholstered chair, a leather armchair with a yellow pillow, and shelves with books, plants, and framed artwork.