SUCCESS STORY:
THE MEDIA ROADSHOW: B.C. PILOT
Successfully launched a new earned media program that introduces a new storytelling approach through the lens of sustainability along with a new format to host media – accomplished during and in response to the global pandemic.
Results from the 4-day press trip:
Generated coverage in The Globe & Mail, Vancouver Sun and BC Business.
First of its kind storytelling approach inspires global strategy.
COVID-19 health & safety protocols keep participants safe; becomes resource for industry.
Learnings from successful pilot expands program, creating 6 more Roadshows (and counting).
CONTEXT
In 2020, the COVID-19 global pandemic changed the world. In addition to the serious health and public safety impacts, it revealed infrastructure vulnerabilities across many industries. In Canada, the tourism industry was hardest hit. With borders closed and travel halted – 1.9 million jobs tied to tourism including 150,000 direct jobs and hundreds of small businesses were at risk.
In the summer of 2020, the Province of British Columbia lifted some pandemic-related travel restrictions with guidance on how to travel responsibility and safely within the province however Destination Canada research showed many local travellers were still uncertain about travel. For communities welcoming visitors, small businesses and tourism operators urgently needed support.
Media learn about the Salish Sea’s human history and marine biology from experts near Victoria, B.C.
Winifred Collier
Brand Expert
Mittie Steele
Developer
OPPORTUNITY
As the lead for Destination Canada’s global media relations team, I knew one of strongest ways to support the recovery of the industry was to reach travellers through earned media. If we could re-engage with media in a safe and meaningful way, not only could we help restore confidence in travel but share a deeper narrative – one of resilience that highlights a community’s values and leadership, inspiring travellers with more meaningful travel experiences across Canada that would live well beyond the pandemic.
The City of Vancouver’s Director of Sustainability, Doug Smith, shares explains the sustainability features of Vancouver’s Olympic Village neighbourhood design with media.
Winifred Collier
Brand Expert
Mittie Steele
Developer
SOLUTION
In response, I created the Media Roadshow a media hosting program (FAM or familiarization tour) would bring a small group of top tier journalists into a community, following health/safety protocols. What was difference was the introduction of a new storytelling approach, one that was centered on local leaders and storytellers who could share the unique and compelling characteristics of place through the pillars of sustainability.
A major aspect of the Roadshow approach was an investment in the story development process. Extensive research and interviews went beyond just tourism experiences to understand the cultural, economic, social and environmental attributes that make each community unique. From biodiversity to economic development, public policy to the arts, we uncovered important facts, stories and concepts that created an overarching theme that reflected the values and character of each community, which I named the Cultural DNA of Place.
We started the Media Roadshow as a pilot, testing the format and approach with provincial and tourism partners in nearby communities in British Columbia and with locally-based locally.
And from September 20-24 2020, six journalists joined us with curiosity to learn more about four remarkable communities: Victoria, Whistler, Vancouver and Kelowna.
VICTORIA
With its relationship to the ocean with a focus on sustainable development and global leadership in ocean science innovations.
WHISTLER
With its unique mountain culture, passionate residents, environmental protections and collaborative partnerships.
VANCOUVER
With its green infrastructure, smart neighbourhood designs and leadership in clean tech.
KELOWNA
With its rich biodiversity, culinary offers and world-leading advancements in agribusiness and innovative growing practices.
RESULTS
The Media Roadshow not only achieved it’s objective of generating positive media coverage, but the insights it provided were scaled across our global work and I went on to develop 7 more Roadshows across Canada. Here are the results from the successful Media Roadshow press trip in September 2020:
Positive Editorial Coverage
Along with praise and helpful feedback from all participating media, the Media Roadshow generated four pieces of positive editorial coverage in The Globe & Mail, The Vancouver Sun and BC Business.
Seeds of a Global Storytelling Strategy
The story development process and creation of the Cultural DNA of Place proved valuable, offering rich storytelling opportunities connected to community and sustainability. It went on to become a core element to Destination Canada’s global media relations and PR strategy.
Stories and Content at Scale
The Roadshow created a robust story package that could be used well beyond this trip, with rich story ideas, storyteller profiles and photo/video assets that were share with our global teams, cross functional departments, industry partners and participating businesses.
Pandemic Hosting Guidelines Go Organization-wide
As the first destination in Canada to host media since the pandemic started, the extensive health/safety protocol provided helpful guidance and confidence for all participants of the Roadshow. Updated regularly, the resource was adopted organization-wide and shared as a resource for industry to help plan their own activities.
Roadshow Expansion
Finally, the pilot program now had a proof of concept. With learnings on the process and format, I led the program forward, executing 7 more Media Roadshows across Canada over the next two years.
The Roadshow visited the Vancouver International Airport to learn about it’s the climate and sustainability operations.
Winifred Collier
Brand Expert
Mittie Steele
Developer
COVERAGE GENERATED:
The Globe & Mail
In B.C., a regenerative tourism model heralds sustainable change in the industry.
Chloe Berge
The Vancouver Sun
Yes* you can safely travel in B.C. – and have fun doing it!
Dave Pottinger
BC Business
Into the Blue: Shipbuilding, Robotics, New Food Sources – the B.C. Marine Techsector is Riding a New Wave of Innovation. But our Growing Ocean Economy Faces Stiff Competition from Overseas.
Dee Hon
(Print only)
The Globe & Mail
Stepping Up: Real-life Wonder Woman flies humanitarian aid into remote Indigenous towns.
Diane Selkirk
CONTACT
For courageous leaders, agencies, destinations, B-Corps and communities in need of experienced communications support with heart, lets connect.