Sanders, who left Carnival UK last week amid a company restructure, has since founded PR42, which among its services is offering clients a “no coverage, no fee” option.

PR42 will also offer media liaison, event management, copywriting and crisis communications, as well as longer contracts, help with specific projects and a PR Power Hour - giving feedback on new business ideas in an hour-long session.

Sanders said: “It wasn’t a nice feeling when I was made redundant but I fully appreciate how difficult the current situation is and was determined to do something positive in return.

“As someone who loved their time in the travel industry it hurts to see how badly it’s been affected. It occurred to me that I could offer support as everyone looks to get back on their feet, so we’ve worked hard to get PR42 up and running as quickly as possible.

"Given the devastating effects of Covid-19 we’re aiming to be as flexible as possible in terms of both what we offer and the prices we charge. We thought the ‘no coverage, no fee’ option would be particularly appealing at this time, as it’s a risk-free choice for those who select it. If we get press coverage for a travel business then their profile and bottom line get a boost; if we don’t then there’s no cost to them.”