Plus, the key to adapting messages across industries.
Meryl Vissel is the director of corporate communications at Los Angeles Tourism & Convention Board, where she helps shape the city’s global story by connecting people to its culture, experiences, and development. Vissel’s career has spanned luxury cruising with Cunard, commercial real estate with Hudson Pacific, and PR at Fleishman-Hillard, where she worked with brands such as Vans, Samsung and the Singapore Tourism Board.
She was first drawn to brand storytelling after a playful Barbie campaign early in her career showed her that narratives could be both creative and meaningful. That insight has guided her journey across industries and ultimately led her to tell the story of one of the world’s most well-known destinations.
You’ve worked across multiple industries. What was the most memorable campaign or project for you?
Two stand out. Most recently, I worked on communications during the January wildfires in Los Angeles. It was a crisis situation rather than a campaign, but it was rewarding to provide timely, accurate information to visitors, travel agents and stakeholders. The pre-work we’d done around explaining tourism’s economic benefits really helped when framing recovery messaging. We created toolkits for more than 1,000 member businesses and stakeholders to show LA was open for business. That was a proud moment for me.
Another highlight was during my time at Cunard: hosting the world premiere of “The Greatest Showman” on board Queen Mary 2. We rolled out a red carpet, held the screening in the onboard theater and even tied it back to history — P.T. Barnum himself had crossed the Atlantic with Cunard. Hugh Jackman later mentioned it on a late-night talk show. It was such a natural brand fit, and we earned great entertainment press. That campaign was just so fun and unique.
Storytelling seems to be at the heart of your work. How do you adapt your storytelling across industries like real estate, tourism and hospitality?
Interestingly, the process itself isn’t different. What’s critical is learning every facet of the business. As a communicator, you need to understand the operations, development, global trade or marketing side to uncover strong storylines for each audience.
I often feel like a journalist within my own organization — finding the stories and tailoring them. Whether it was understanding investors in real estate or travel agents in tourism, the key is staying connected to all areas of the business. That’s what makes for great, authentic storytelling.
I read that you’ve written speeches for C-suite leaders and even worked on royal-attended galas. Can you share more?
Yes! While at Cunard, because the brand has U.K. roots, we had ties to the royal family. Princess Anne once came on board for a luncheon tied to a lighthouse organization. It was one of those unforgettable experiences.
Even now, it’s rewarding to see my work in action — for example, recently watching the mayor of Los Angeles deliver remarks based on talking points I wrote. Whether it’s royalty, city leaders or executives, seeing communications work come alive is always exciting.
What’s one tool you use every day?
One that’s part of my daily routine is local news radio. On my drive into the office, I always tune into 97.1 KNX News Radio. I love that it’s a blend of local and national headlines, and in a media world that’s constantly shifting, I find radio one of the few mediums that still prioritizes clear and efficient fact-based reporting. The drive home, though, is reserved for my playlist of the day!
What advice would you give someone trying to break into PR or advice you’d give your younger self?
Be curious. Say yes to opportunities, even if you don’t know exactly how you’ll figure it out yet. Stretch assignments have shaped my path and taught me about different areas of business.
Also, remember that communications doesn’t always have to be so serious. Yes, accuracy and professionalism are crucial, but there’s room to bring creativity and fun. That openness has been a big part of my success.
Looking ahead, what kinds of projects excite you most?
I love working in tourism and hospitality, and what excites me now are the major sporting events coming to LA: FIFA World Cup in 2026, another Super Bowl in 2027, and the Olympics and Paralympics in 2028.
Even though I’m not a huge sports person, I’m excited for the challenge and for how these events will spotlight Los Angeles’ neighborhoods and venues. It’s a huge branding opportunity to show LA to the world.
What’s one surprising or funny behind-the-scenes moment you’ve experienced?
It’s a lighthearted one — during my time at Cunard, Steven Soderbergh filmed “Let Them All Talk” on Queen Mary 2 with Meryl Streep and Gemma Chan. I was helping with embarkation while passengers boarded, and they needed staff to stand in as if welcoming the cast. So, I ended up in the movie! Recently, I spotted it on a flight and pointed myself out to my family — that’s my little claim to fame.
Isis Simpson-Mersha is a conference producer/ reporter for Ragan. Follow her on LinkedIn.
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