About Us

Waldburg PR is a Munich-based integrated communications boutique, which specializes in luxury brands. We know from experience that a brand’s or product‘s „story“ can only be credibly conveyed on an ongoing basis via a made-to-measure communications concept which reaches far beyond the borders of the classic PR spectrum. 

Our mission statement enforces our key values of servicing our clients in a personal, authentic and friendly manner, with full committment and sense of responsibility. Only by fully understanding what makes a brand and the people behind it tick, can we strategically plan and creatively implement custom-made solutions.

It is our goal to constantly keep our fingers on the pulse of the latest trends and challenges in and around the global travel and luxury markets, which enables us to always prepare for change and adapt in time. 

We believe that our success is not entirely due to our expertise but also because we are passionate about our jobs, our clients and their stories, which we love to tell!

Senior Team

Caroline von Waldburg


Caroline is a communications expert who, through her extensive network and profound industry knowledge has turned Waldburg PR into one of the leading luxury travel and lifestyle PR companies in German speaking Europe. She has 15 years PR experience specialising exclusively in luxury travel, spa and hospitality brands. She has represented some of the most prestigious brands in the industry, most notably as the agency lead for Mandarin Oriental Hotel Group in the UK.

Before working in PR she was a television and newspaper journalist in Berlin for 6 years. She studied history at Oxford University and has lived and worked in London, Madrid, Berlin and Munich.

In 2010, Caroline founded Waldburg PR in Munich to bring her wealth of experience, connections and creativity to a carefully curated collection of like-minded brands and introduce a more personalised, high-impact approach to travel PR in the German markets. Caroline grew up in Germany and Australia, is married and has 3 children. She is highly energetic, a true networker and always full of ideas.

Caroline is fluent in German, English, French and Spanish.

Lena Tönnies


Lena has years of experience in PR, from both an agency and a corporate side. Her comprehensive training as a journalist adds to her many skills. Lena’s knowledge and experience equip her with an excellent understanding of the issues, needs and requirements of all stakeholders when it comes to the development and implementation of 360 degree PR strategies. Our team efforts are complemented by her expertise in the areas of luxury goods, lifestyle and fashion. 

Lena is a "natural born traveller" and feels exactly in the right place at Waldburg PR, injecting the office with her legendary Sagittarius optimism. Even in the busiest of times, she always remains calm and focused.

Juliane Loretz


Thanks to having worked at one of the world’s finest hotel groups, her father being a travel and lifestyle journalist, Juliane has hospitality in her blood and an innate understanding of the industry. Following her apprenticeship and work at Mandarin Oriental Hotel Group she gained valuable experience in PR and digital marketing. Through her no-nonsense and hands-on approach she has quickly become an invaluable member of the team. 

Thera Richardt


Thera loves Grand Hotels and their stories. Her favourite is to explore all rooms, from the suite to the furniture storage. As soon as she comes across a long-standing employee of a hotel she will inquisitively ask for occurrences and anecdotes that portray the true character of the property.

She studied history of art in Vienna and Lausanne and has worked for international art galleries. She then further developed her art expertise through an MBA in Paris. Today she leverages her high-profile access to the art world in order to generate operational synergies and profitable cooperations.
With her distinctive sense for Social Media trends, an inherent ability to spot the most meaningful pictures, paired with an irrepressible sense of humour, Thera always manages to portray our clients in the best possible light.  

Kika Mantzouridou


Kika is our true PR charmer!  

With over 20 years of experience in media and PR, Kika is not only highly knowledgeable but also unrivalled in terms diplomacy and structure. Furthermore she has a great talent of being able to abduct her dialogue partners into our paradisiacal travel destinations. Born in Greece, she often misses the sun in Munich – she is therefore over the moon when she can escape the winter months.

Clients benefit from a wealth of knowledge that spans from fashion, beauty and lifestyle topics. Kika is always in balance. Is yoga the secret to her positive aura or simply her relaxed attitude to life? Doesn’t matter! Waldburg PR is thrilled to have Kika in its team!

Anahita von Plotho


Anahita has worked in communication consulting, as a director of a New York art gallery, an art editor and advisor, as well as a business analyst for a publicly traded company before joining our team. She speaks four languages, loves to travel, is an avid reader of non-fiction books, thrives on caffeine and has a soft spot for Japanese food and the Tim Ferriss podcast.