Tourism British Columbia

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Tourism British Columbia

• Media Relations Overview

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The Purchase Cycle

• Awareness
• Consider
• Intent
• Purchase
• Experience
• Relive / Refer / Repeat

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Awareness Consider Intent Purchase
Experience R/R/R
Call Centre
VICs
Website
Ad Campaigns
Product Listings
Media Relations
Direct Mail
Consumer Blogs
Social Networks
Trade
SEO/SEM
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Tourism BCs Travel Media Relations department
supports Tourism BCs Consumer and Trade
marketing programs by pursuing the following
goals
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• Generating unpaid editorial coverage of British
  Columbia as a travel destination.
• Educating travellers that British Columbia is an
  accessible four season destination, offering a
  wide variety of diverse travel experiences in a
  spectacular setting.
• Building and strengthening relationships with
  media in key markets.
• Increasing public awareness and usage of the
  HelloBC website and toll free number.
• Realizing the full potential of the 2010 Olympic
  and Paralympic games to increase the profile of
  British Columbia as a travel destination.

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Key activities of the Media Relations department
are as follows
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• Hosting travel writers, photographers and film
  crews on press trips and providing story ideas,
  images, research and/or fact checking.

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• Develop and execute strategic media relations
  plans supporting key marketing sectors and
  campaigns, including Ski, Golf, Wine/Cuisine,
  Outdoor Adventure and BC Escapes.

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• Provide support, including story ideas, messaging
  and press trip development to overseas offices.

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• Send regular fresh story ideas and
  publication-ready content to media database

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• Attend key marketplaces and host local and
  international media events.

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• Assist industry partners through the Visiting
  Journalist Program as well as ongoing education
  and advice.

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Visiting Journalist Program

• Regions, Cities and Industry Partners are
  eligible for Tourism British Columbias support
  through the Visiting Journalist program.

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VJP Guidelines

• Tourism BC will consider support requests for
  media visits which
• represent more then one industry partner
• provide unpaid media coverage in our key markets
  and support our key strategies
• represent a publication with a minimum
  circulation of 25,000 higher circulations may be
  required based on market and demographic (contact
  Tourism BCs Media Relations department for
  television / online requirements)
• three weeks advance notice is requested

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VJP Guidelines

• In order to qualify for support the applicant
  must demonstrate that they are also making an
  equal investment in the press trip.
• Tourism British Columbias primary means of
  support will be air or ground transportation,
  industry is expected to provide media with
  accommodations, meals and activities.
• When providing support, TBC should be recognized
  to media, industry partners and key stakeholders
  as a contributing partner. This should include
  name and contact information of a TBC travel
  media representative, consumer information for
  HELLO BC (website and phone number), and where
  possible the TBC logo (see below for example)
• Any coverage resulting from TBC funded projects
  should be provided to Tourism British Columbias
  Media Relations team in a timely manner.
• Spouse / companion flights are not covered and
  cannot be booked by Tourism BC.

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Media Relations Team Members

• Janice Greenwood-Fraser, Manager, Travel Media
  Relations
• Mika Ryan, Manager, 2010 Media Relations
• Cindy Burr, Josie Heisig and Steve Ogden, Travel
  Media Relations Specialists
• Carla Mont, Travel Media Relations Coordinator
• Christian Huot, Administrative Assistant
• Tina Purewal, Media coverage distribution

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