SUCCESS STORY:
THE MEDIA ROADSHOW: INDIGENOUS CULTURE IN ALBERTA
Leadership with meaningful partnerships generate major international coverage and creates a platform for truth and reconciliation.
Results from the 5-day press trip:
Over 10 pieces of feature editorial coverage in Canada, the U.S. and Germany.
Authentic Indigenous experiences in Canada land top travel lists: AFAR and Conde Naste Traveler.
Businesses, partners and global teams are equipped with the powerful stories and images from the trip.
A successful partnership goes on to create three more Indigenous Roadshows in 2022.
CONTEXT
In 2020 and 2021, while the pandemic raged on, the world was experiencing major political and social movements with calls for racial equity and justice. Here in Canada, Canadians were becoming increasingly more aware of the history and racial inequality of Indigenous Peoples across the country.
Within the tourism industry, indigenous tourism businesses and communities were hit even harder – with less access to supports in an already fragile sector. As a result, 25,000 indigenous tourism jobs were lost as was over $1.2 billion in direct GDP , with many more still at risk.
Yet, Indigenous business owners are resilient, and represent some of the most remarkable, unique and diverse experiences in the country. Research showed that 1 out of 3 international visitors want to participate in Indigenous experiences while visiting Canada .
Plains Bison roam freely at Elk Island National Park.
Winifred Collier
Brand Expert
Mittie Steele
Developer
OPPORTUNITY
As the global media relations and PR lead for Destination Canada, I continued to look for meaningful ways to support the recovery of the industry. After leading the successful pilot of the Media Roadshow program in 2020, 2021 provided an opportunity to apply what we learned to expand the program further.
With an already strong working relationship with the Indigenous Tourism Association of Canada, I worked with their team to find a way to use the Media Roadshow as a platform for indigenous communities to share their story.
Not only would positive earned coverage support industry recovery and the communities, but it offered a means towards reconciliation by sharing the knowledge, history, traditions and future ambitions of indigenous leaders and communities with both travellers and Canadians as a whole.
The Roadshow lands Indigenous experiences in Alberta #3 on AFAR’s Places to Travel in 2022 list.
Winifred Collier
Brand Expert
Mittie Steele
Developer
SOLUTION
The second Media Roadshow program would feature Indigenous cultures and peoples in Alberta. In partnership with the Indigenous Tourism Association of Canada and Indigenous Tourism Alberta, we developed a five-day itinerary led by leaders, knowledge keepers, business owners and storytellers that would immerse top media on an all-indigenous cultural journey that included food, outdoor adventures, a medicinal walk, art, performances and many stories and teachings.
From September 21-25, 2021, five journalists representing major publications in the U.S., U.K., Canada and Germany joined us on the Indigenous Alberta Media Roadshow.
Mackenzie Brown and Matricia Bauer of Warrior Women provide a welcome and performance, and share protocols on how to respectfully engage with Indigenous cultures.
Owner of Mahikan Trails, Brenda Holder, leads a medicinal plant walk, sharing traditional knowledge and the power of the land.
The Roadshow arrives via Voyageur canoe at the newly expanded Metis Crossing Cultural Centre.
The Roadshow concludes with a special ceremony and release of five sacred species at Metis Crossing: Elk, Percheron horses, Plains Bison, Woods Bison, and the rare White Bison.
RESULTS
Major International Coverage
The 5 participating journalists generated over 10 pieces of editorial coverage in Canada, the US and Germany, including naming Alberta’s indigenous experiences on the list of top places to visit in 2022 for both AFAR Magazine and Conde Nast Traveller.
Indigenous Story Assets Shared Globally
The knowledge and stories captured before and during the press trip created a powerful story package that was shared and repurposed for Destination Canada’s international teams, partners and the businesses themselves. The package included the media itinerary, story ideas, storyteller profiles and rights-free photo and video assets.
Indigenous Partnership Grows Stronger
Finally, the Indigenous Media Roadshow in Alberta offered important knowledge and perspectives for our teams on how to work more respectfully and thoughtfully with indigenous partners and communities, which helped contribute to successfully executing three more indigenous-led Media Roadshows in 2022.
Ending our final day after a remarkable journey into the Indigenous Cultures across Alberta.
Winifred Collier
Brand Expert
Mittie Steele
Developer
COVERAGE GENERATED:
Conde Nast Traveler
A 5-Day Road Trip through Indigenous Alberta.
Karen Gardiner
AFAR
Discover a Side of Indigenous Canada at Métis Crossing, Newly Expanding in 2022.
Debbie Olsen
Toronto Star
Where the bison roam again: In Alberta, the Métis Crossing cultural centre is expanding into a year-round destination.
Diane Selkirk
Dreamscapes Magazine
In the Heart of Indigenous Culture.
Elizabeth Warkentin
Print only.
CONTACT
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