January 15, 2026
Seasoned B2B media professional Luke Barras-Hill launches new strategic communications advisory
The firm offers services including tailored content solutions, media and external relations management, integrated campaign planning, and tactical event programming
Experienced travel retail professional Luke Barras-Hill has launched TRDF Media, a specialist B2B communications and media advisory company.
TRDF Media supports brands, retailers, airports and other stakeholders across global aviation, duty free, travel retail and the broader travel services ecosystem to maximize their share of voice in a highly competitive marketplace.
Its strategic services include tailored content solutions, media and external relations management, integrated campaign planning, and tactical event programming.
The launch reflects increasing demand from brands and retailers for more intentional media strategies as they seek greater precision, authority and timing in their communications.
As a respected editor, reporter, moderator and commentator, Barras-Hill has more than 15 years’ experience in the global travel retail and duty free industry.
Before launching TRDF Media, he spent nine years at TRBusiness. In his most recent role as Editorial Director and Board Member, he was responsible for shaping and championing its strategic editorial approach across print and digital magazines, websites, multimedia content and events such as the renowned TR Consumer Forum, Travel Retail Awards and TR Sustainability Week.
He supported the growth and transformation of TRBusiness through the COVID-19 period into a full-scale digital media and events company, leading teams to achieve record-breaking metrics at the 2024 and 2025 TR Consumer Forums in Dubai and Amsterdam.
Prior to this he served as Managing Editor of African Review of Business & Technology, driving tactical content delivery at the continent’s longest-running high-circulation technical magazine dedicated to business, finance, construction, power and mining.
He has also held various editorial positions at Frontier Magazine (now DFNI/Frontier) under the Metropolis International umbrella having started in travel retail media with the TFWA Daily.
Over the course of his career, the NCTJ-qualified journalist has also reported for and contributed to a number of B2B publications spanning the international luxury goods, fintech, property, built environment and transportation markets.
He has lived and worked internationally, from the UK to China, and is now based in Toronto, Canada
Luke Barras-Hill, Founder & Managing Director, TRDF Media comments, “After several months of careful planning and incubation, I am delighted to officially launch TRDF Media. Having been at the coalface of B2B publishing, media and events businesses for my entire career, I understand acutely their challenges and opportunities and the crucial role played by channels such as the invaluable trade press, who do so much to keep our industry insightful and relevant.
“Most media strategies fail not on spend or scale but timing, placement and messaging, hampering purpose and intention. Articulating the right exposure at the right moments in the right places is the often-missed piece that brands and retailers crave.
“This is where TRDF Media steps in, addressing a gap in the market for sharper, more authoritative corporate messaging and engagement to assist businesses gain a competitive edge and level-up their ROI while freeing up teams to focus on those crucial operational performances and results when time and resource constraints represent some of the biggest obstacles for decision makers.
“With that in mind, TRDF’s business services are designed to do the heavy lifting by taking a bespoke approach that combines agility and innovation to assist different actors – from embryonic startups, to established power players.
“I very much look forward to reconnecting with industry colleagues, associates and friends in the coming months to explore dynamic business opportunities amid a volatile trading climate.”
Ray Hernan, Chief Executive Officer, Aer Rianta International (ARI), a leading global travel retailer, says, “Having known and worked with Luke for many years, his professionalism, integrity and quality of communication is second to none.
“His ability to understand and interpret the challenges and opportunities facing my business at ARI and consistently translate that into high-quality and trustworthy reporting speaks highly of his character.
“I would have no hesitation recommending his communications services to our industry and wish him well in his future endeavours.”
