With a career spanning health journalism, travel editorial leadership, and media entrepreneurship, Georgia Rickard has become a linchpin in Australia’s content landscape. Her current focus through PHHNIX and The Travel Bootcamp empowers creators to monetize their narratives across platforms.
Rickard seeks:
We’ve followed Georgia Rickard’s work as a dynamic force in Australian journalism, where she has redefined travel writing, media entrepreneurship, and content strategy. Her career spans editorial leadership, brand transformation, and mentoring the next generation of storytellers.
Rickard’s journey began in sales, a role she credits for shaping her entrepreneurial mindset. At 23, she became the youngest editor of Healthy Food Guide, growing its circulation by 39% and earning back-to-back nominations for Best Health Magazine at the Australian Magazine Awards[1][5]. Her innovative approach included TV appearances and policy advisory roles, cementing her as a health media expert.
In 2012, she took the helm of Australian Traveller, pivoting the magazine toward celebrity covers and visually driven storytelling. Under her leadership, it became Australia’s fastest-growing travel title, winning Niche Magazine of the Year[1]. She later spearheaded Tourism Australia’s digital overhaul, producing 710+ articles that redefined destination marketing[1].
Today, Rickard leads PHHNIX, coaching entrepreneurs through media principles, and co-founded The Travel Bootcamp—a platform that has generated $150,000 weekends by teaching travel monetization strategies[3].
This 2014 piece marked Rickard’s shift toward high-profile covers featuring figures like Lisa Wilkinson. By pairing celebrities with lesser-known destinations, she bridged pop culture and travel journalism. The strategy boosted newsstand sales by 22% and inspired Tourism Australia’s later campaigns[1].
Rickard’s 2010 editorial blended nutrition science with accessible recipes, avoiding fad-diet rhetoric. The issue sold 50,000 copies—a record for the title—and became a template for public health communication[1][5].
This 2023 article distills Rickard’s expertise into actionable strategies for content creators. Emphasizing visual consistency and audience analytics, it reflects her focus on sustainable digital storytelling[6].
Rickard prioritizes stories that reveal how travel reshapes personal or professional trajectories. For example, her Australian Traveller piece on culinary tourism in regional NSW tied chef narratives to economic revival[1]. Successful pitches should highlight unique angles, like a winemaker using Instagram to revive heritage techniques.
She champions content strategies that challenge traditional models, such as her “photographer-first” assignments at Australian Traveller[1]. Pitches might explore how AI tools are being ethically integrated into newsrooms or how indie publishers are monetizing niche audiences.
With PHHNIX, Rickard mentors businesses in narrative-driven growth. Case studies of brands using storytelling to pivot during crises—like a fitness studio leveraging TikTok for virtual classes—align with her current focus[2][3].
“The Travel Bootcamp didn’t just teach monetization—it created a movement.” – Australian Business Journal
