Cunard has appointed Tui’s Liz Edwards as vice-president of global PR and events, about a year after the cruise line’s president joined from the same operator.

Edwards, who is currently Tui UK’s director of communications, will start her new role on October 21.

Cunard president Katie McAlister, who joined from Tui in August last year, said Edwards was arriving at a “pivotal moment” for the Southampton-based brand.

She added: “Her experience will be invaluable as we continue to elevate our global PR and event strategies and build on the positive momentum following the launch of our new ship, Queen Anne.”

Edwards will oversee all PR and event strategies, aiming to enhance Cunard’s brand presence worldwide.

She will be tasked with shaping and executing campaigns that communicate the experience offered by Cunard, ensuring the brand “continues to resonate with audiences around the globe”.