June / July 2017

Inspiring US Media Attention
Media relations is a key thrust in the 2017 marketing campaign to stimulate travel and grow revenue for New Brunswick, Newfoundland and Labrador, Nova Scotia and Prince Edward Island. In April, Redpoint joined the Atlantic Canada team as the in-market media relations firm in the United States and has been enthusiastically implementing a multifaceted plan focused on keeping the region top of mind with key media throughout the year. The approach includes the regular distribution of news releases, in-market media events, desk-side media appointments, media outreach, social media amplification and media trips to the region. Redpoint leads all activities, building awareness for the authenticity and distinctiveness of an Atlantic Canada vacation and inspiring US media to produce features in print publications, online travel sites and social media platforms.

On JUS Media Event 4une 1st, Redpoint brought a taste of Atlantic Canada to the media event held at the Pier A. Harbor House, in New York City, strategically chosen as it overlooked the water, giving that great coastal feel Atlantic Canada is known for. Fresh Atlantic Canada lobster, mussels, oysters and cod were sourced and shipped into market. Top this off with a trio of Atlantic Canadian entertainers, some good cheer and a photo booth and the result was a highly successful Atlantic Canada Kitchen Party with engaged media.US Media Event 1

US Media Event 3The main objectives were to highlight key story ideas from each province, to garner valuable media coverage in key print and digital publications and stimulate press trips to the region. The event brought together 47 high quality media representing some of the most influential print and digital publications in the US with key media relations experts from each of the provinces.

The ACAT was delighted to host media from Travel + Leisure, Conde Nast Traveler, Food & Wine and, Saveur; JohnnyJet.com, Fodor.com, GoNomad.com and Forbes.com, to name a few.

With a great event under their belt, the team’s focus now turns to media trips to the region. Media trips are a critical component of the integrated media relations plan and continue to provide the best opportunity to generate earned media value.  Additional tactics will continue to be deployed throughout the year.

April / May 2017

United Kingdom Media Relations Program
The United Kingdom program includes media relations activities to generate valuable third party coverage of the region in key travel and lifestyle publications throughout the year. The media relations strategy in the UK includes press releases, media outreach, networking events and press trips. In 2016, the in market PR firm, The Brighter Group confirmed 11 press trips for Atlantic Canada from outlets such as the The Mail on Sunday, Lonely Planet, Daily Telegraph, BBC Good Food and more. The Brighter Group is working to secure strong 2017 coverage with the following recent in-market events.

UK Media Event - Craig Sulis, PEI

Craig Sulis, Atlantic Canada Representative

UK Media Event - Lisa Gagnon-Norris, NB

Lisa Gagnon-Norris, Atlantic Canada Representative

The annual UK media event took place on February 8th at Restaurant Ours in London. The event provided an opportunity for provincial tourism representatives to mingle with UK media, present 2017 story ideas for general coverage, and generate interest in press trips for the upcoming year. The Brighter Group secured 44 journalists from a range of publications including nationals, consumer magazines, key trade titles, websites and blogs. Atlantic Canada representatives included Lisa Gagnon-Norris, New Brunswick; Lee George, Nova Scotia; Craig Sulis, Prince Edward Island; and Kelley Keefe, ACAT. Brighter Group representatives were also present.

The format of the evening was a networking reception, including informal presentations delivered by provincial representatives on top stories for 2017. Celebrity UK chef Tom Sellers delivered a presentation on how to prepare lobster in the Atlantic Canada style, which was well-received. Media guests showed interest in the presented storylines, and several expressed interest in press trips and features for the year ahead.

Destination Canada’s British Annual Canada Travel Awards (BACTAs) luncheon took place on February 23rd at Canada House in London. Lisa Gagnon-Norris, New Brunswick; Lyndsey Thomas, Newfoundland and Labrador; and Lee George, Nova Scotia attended on behalf of Atlantic Canada. 120 key UK media, influencers, and travel trade buyers attended the highly acclaimed annual networking and awards ceremony.

Brighter Group’s Sophie Kelk attended Destination Canada’s Meet the Media (social influencer) networking event on February 23rd at Canada House, along with Lisa Gagnon-Norris, New Brunswick and Lee George, Nova Scotia. The event opened with a networking reception with each Canada partner having a booth with social activities. The Atlantic Canada booth featured two trivia games plus a fun and engaging selfie station themed Sail Away to Atlantic Canada, decorated with a seaside backdrop, nautical hats and other photo props. Approximately 60 social influencers attended the event.

Sophie Kelk, Brighter Group networking with media at Destination Canada's Meet the Media Event.

Sophie Kelk, Brighter Group networking with media at Destination Canada’s Meet the Media Event.

On behalf of Atlantic Canada, Sophie Kelk also attended the TravMedia International Media Marketplace in London on March 13th. During the one-day event, Ms. Kelk held productive meetings with 18 top UK media during a key time for finalizing press trips and coverage for the year ahead.

January / February 2017

ACTP Elevating Provincial Brands in the US Market:
It is an exciting time at ACTP! Over the last number of months we have been working diligently to bring to market an innovative and compelling 2017 integrated marketing plan. The goal is to enhance awareness of Atlantic Canada’s diverse tourism product in the US Mid-Atlantic and New England States and drive visitation and revenue for the four Atlantic Provinces (New Brunswick, Newfoundland and Labrador, Nova Scotia and Prince Edward Island). This is achieved through the delivery of a highly targeted direct to consumer, travel trade and media relations campaign.

ACTP is set to launch their first 100% digital direct to consumer campaign in the US. The campaign will elevate the profile of the four provinces using technology to prospect for high intent consumers and to align with content our targeted consumers are seeking during both the inspiration and planning phases of the trip planning cycle. A fully digital campaign allows for a more interactive and engaging campaign which is more measurable, can be optimized in real time and is cost effective.

Our direct to consumer efforts are further strengthened through our partnership in the Destination Canada lead, Connecting America campaign. ACTP is thrilled to be working collaboratively on this innovative marketing campaign which will be launched in April 2017.

Travel trade programming is concentrated on negotiating tour operator partnerships with top performing US tour operators. A total of seven partnerships have been negotiated to date. A solid mix of print, digital and social media tactics will be used to reach travel agents and consumers through the trade channel. Those tactics included direct mail pieces, digital ads, e-news distribution to travel agents and consumers, social media posts and search engine optimization. Training is an integral part of our partnerships and as such, training is conducted annually or biannually, depending on the partnership agreement.

Atlantic Canada Academy US - Online Travel Training

Atlantic Canada Academy US – Online Travel Training

ACTP’s annual media relations plan concentrates efforts on the regular distribution of news releases, in-market media events, desk-side media appointments, media outreach and media trips to the region. Meredith Pillon Marketing Communications, ACTP’s current in-market media relations firm, leads activities, building awareness for the authenticity and distinctiveness of an Atlantic Canada vacation and inspiring US media to produce features in print publications, online travel sites and social media platforms. We have expanded our reach into Washington, DC in 2017 and are hosting key media at an Atlantic Canada media event and individual media appointments.

November / December 2016

World Travel Market, London, UK, November 7-9, 2016
The Atlantic Canada Tourism Partnership recently participated in the World Travel Market (WTM) London, a vibrant business-to-business event presenting destinations and industry sectors to UK and international travel professionals. WTM provides a unique opportunity for the global travel trade to meet, network, negotiate and conduct business. 51,500 travel industry professionals, government ministers and international press attended the event in November 2016.

World Travel Market London trade floor

World Travel Market London trade floor

The Atlantic Canada team included Cindy Creamer Rouse and Lisa Gagnon-Norris, New Brunswick; Charlotte Jewczyk, Newfoundland & Labrador; Peter Johnson, Nova Scotia; Craig Sulis, Prince Edward Island; Kelley Keefe, ACTP; Sophie Kelk and Rebecca Peters, Brighter Group; Laura Barry Walbourne, Western NL DMO; Jeannette Yetman, Destination St. John’s; and Ed English, Linkum Tours, NL.

During the three-day conference, the team met with twenty-five UK travel trade operators, one trade media publication, two consumer media publications, WestJet, and Air Canada. The Brighter Group also met with media on ACTP’s behalf, and attended media events held in conjunction with the conference. Productive Destination Canada UK and Brighter Group meetings also took place during the week. On Monday and Tuesday, Destination Canada hosted a social hour on the Canada stand, providing another opportunity to network with media, travel trade, and Canadian colleagues. Follow-up with operators and journalists is underway.

Key takeaways from the show:

  • Met with some operators who are interested in improving or expanding Atlantic Canada product, including Abercrombie & Kent, Canadian Sky, Hayes & Jarvis, HF Holidays, Magnetic North Travel, My Canada Trips, Titan Travel, Travelbag, Travel 2, Travelsphere, and Saga.
  • Discussed potential joint marketing activities for 2017 with key operators and results from 2016 partnerships.
  • Most operators reported very strong Atlantic Canada sales, up 8% or more over 2015. The value of UK pound against the Canadian dollar compared to the US dollar, perception as a safe destination, and increased direct air access were cited as contributing factors. Three partner operators reported a decrease in Atlantic Canada sales compared to 2015 and two were flat.
  • Although Brexit and its travel implications continue to be top-of-mind for UK operators, most agree that Canada is well-positioned for a strong 2017 due to factors noted above. Travel continues to be a top priority for Brits, and early 2017 sales to Canada are positive.
  • In 2017, Air Canada will continue direct service to both Halifax, NS and St. John’s, NL from London Heathrow. WestJet will also continue direct service from Glasgow to Halifax, Dublin to St. John’s, and London Gatwick to St. John’s.
  • Destination Canada reports a record high in visitation to Canada from overseas markets, with three million visitors from DC’s eleven markets, plus over eleven million from the United States as of September 2016. United Kingdom visitation is up 15.7% YOY compared to September 2015, and United States visitation is up 9.7% YOY as of September.
  • Lonely Planet has recently named Canada as the top destination to visit in 2017. This is a tremendous accolade for the Canadian tourism industry and provides a unique opportunity to showcase our country on its 150th birthday from coast to coast to coast.

ACTP’s UK travel trade program also includes marketing partnerships with top UK tour operators to promote the region to the valuable UK market, in-market tradeshows and events, online and in-person training initiatives and advertisements in key trade publications.

September / October 2016

Atlantic Canada Showcase 2016
Travel trade activities are a key strategic component of the overall ACTP US marketing strategy. Tour operator joint marketing partnership activities are combined with training and educational programming and targeted promotional opportunities to round out a complete and integrated program. The goal of all activity is to raise awareness of Atlantic Canada’s tourism product and generate visitation and revenue for the region.

As a key component of programming, tour operators from around the world and tourism providers from Atlantic Canada converged on Fredericton, New Brunswick in early October 2016 to participate in the highly anticipated Atlantic Canada Showcase (ACS) 2016.

ACS is a biennial event designed specifically for the motorcoach, group, F.I.T. and specialty travel industry. The conference schedule included business to business meetings, networking events and educational sessions that provide opportunities for business relationships to be formed, contracts to be initiated and new experiences discovered.

Atlantic Canada Showcase 2016, Marketplace Floor, Fredericton Convention Centre

Atlantic Canada Showcase 2016, Marketplace Floor, Fredericton Convention Centre

Atlantic Canada Showcase 2016 Welcome Reception, Government House, Fredericton, NB

Atlantic Canada Showcase 2016 Welcome Reception, Government House, Fredericton, NB

Preparations began more than a year ago providing ample time to ensure every detail was managed to perfection. In the end, the event was an overwhelming success. Atlantic Canada welcomed 69 prequalified tour operator buyer delegates and 148 Atlantic Canadian tourism delegates to the three day conference.

Tour operators and providers were thrilled with a high quality, well organized set of business appointments and a variety of tremendously beneficial networking events. The networking events provided an opportunity to showcase the truly diverse and authentic tourism products in each of the four Atlantic Provinces. The highlights included a vast array of culinary delights, a chance to experience the rich cultural history of the region as well as a sample of experiences not soon forgotten.

Atlantic Canada Showcase 2016 Networking Social, Kings Landing Historical Settlement

Atlantic Canada Showcase 2016 Networking Social, Kings Landing Historical Settlement

As 2016 winds down, ACTP’s planning for 2017 is gaining momentum. Plans are currently being developed for a robust travel trade program in the US which will continue to include tour operator partnerships and training for travel agents and sales staff.

Marketing Initiative Attracts More Visitors to Atlantic Canada

October 4, 2016 – Fredericton, NB – Atlantic Canada Tourism Partnership

Tourism continues to be one of the world’s fastest-growing economic sectors, and it is of strategic importance to Atlantic Canada. It supports 9,600 businesses and provides full-time equivalent employment to 57,000 Atlantic Canadians. Statistics Canada’s International Travel Survey indicates ACTP marketing efforts are paying dividends. Between 2012 and 2014 overnight international arrivals to Atlantic Canada increased by 8.9% and revenues grew by 15.8%, and preliminary estimates indicate positive growth from U.S. and overseas visits to the Atlantic Provinces in 2015 and 2016.

Through the Atlantic Canada Tourism Partnership (ACTP), the federal and provincial governments and the tourism industry pool their advertising resources to promote Atlantic Canada to markets in the northeastern United States and overseas that would be largely inaccessible individually. In 2016, the ACTP will invest almost $4.8 million in US marketing initiatives, and an additional $587,000 overseas. The ACTP also recently decided to increase spending in the US market by $62,000 to take advantage of positive currency exchange rates there.

The ACTP markets the Atlantic Canadian provinces through consumer advertising, travel trade programs and media relations activities. The US direct-to-consumer campaign is the largest component of the ACTP marketing program, promoting the many unexpected experiences awaiting travelers to Atlantic Canada through video, social media, and print media. In 2016, the ACTP leveraged Destination Canada’s national marketing and research efforts in New York, Boston and Philadelphia through a $500,000 investment in the Connecting America initiative. The US campaign emphasizes the great value that Atlantic Canada offers to American visitors, as well as its close proximity to experience culinary, adventure, world-class attractions, festivals and events.

The ACTP’s ongoing collaborative effort will continue to focus on: increasing reach and frequency of provincial brand marketing in targeted international markets; sharing knowledge and learning opportunities; maximizing marketing efficiencies and financial prudence; and increasing access to information, market intelligence and market knowledge.

In early July, the Government of Canada and the governments of the four Atlantic Provinces launched the Atlantic Growth Strategy that will direct targeted actions to stimulate the Atlantic Canadian economy, including supporting key projects that support long-term growth and position the region to capitalize on emerging opportunities. The ACTP is an example of the kind of collaboration that will help create jobs and re-invigorate the region’s growth.

Quick Facts
• Funding for the Atlantic Canada Tourism Partnership 2015-2018 is $19,950,000 and comes from the Atlantic Canada Opportunities Agency ($9,975,000) the four Atlantic Provinces (a combined total of $6,583,500), and the four Atlantic tourism associations (a combined total of $3,391,500).
• ACTP is a nine-member, pan-Atlantic, international marketing initiative comprised of ACOA, the four tourism industry associations in Atlantic Canada and the provincial departments responsible for tourism in the provinces of New Brunswick, Newfoundland and Labrador, Nova Scotia and Prince Edward Island.
• A recent third party analysis found that the ACTP 2012-2015 agreement’s activities generated $164.4 million in revenues for tourism enterprises in Atlantic Canada. This equates to a return on investment of $13.55 for every dollar invested in direct-to-consumer advertising and joint marketing partnership with the travel trade.

Quotes
“The Atlantic Canada Tourism Partnership is an important element of the Federal Tourism Strategy, directly supporting the strategic priority of inspiring the world to explore Canada. The collaboration between federal and provincial governments and industry also demonstrates the spirit of the Atlantic Growth Strategy, a shared approach to building a vibrant economic future for Atlantic Canada.”
- The Honourable Bardish Chagger, Leader of the Government in the House of Commons and Minister of Small Business and Tourism

“The tourism industry brings visitors to our province creating jobs and attracting investment. The tourism industry currently employs over 22,000 people in New Brunswick. We need to continue to invest in tourism initiatives and infrastructure to remain competitive and attractive as a destination.”
- The Honourable Brian Gallant, Premier of New Brunswick

“Coming together under the ACTP, we are able to work as a team with shared knowledge and learnings. ACTP’s continued presence in key markets is essential to achieving long-term gains for our industry in Atlantic Canada. Without ACTP, many of the opportunities gained through the partnership would simply be unattainable.”
- Ms. Kathy Weir, Industry Co-chair of the ACTP Management Committee

Associated Links
Atlantic Canada Tourism Partnership
Atlantic Canada Opportunities Agency
Government of New Brunswick
Government of Newfoundland and Labrador
Government of Nova Scotia
Government of Prince Edward Island
Tourism Industry Association of New Brunswick
Tourism Industry Association of Nova Scotia
Hospitality Newfoundland and Labrador
Tourism Industry Association of Prince Edward Island
Atlantic Growth Strategy

Contacts
Kevin Mouflier
Atlantic Canada Tourism Partnership Secretariat
902-566-5008

Chris Brooks
Director of Communications
ACOA PEI & Tourism
902-566-7569

Jason Hoyt
Communications
New Brunswick Department of Tourism, Heritage and Culture
506-444-5185

July / August 2016

Destination Canada – Canada Specialist Program (CSP) UK Roadshows
The Atlantic Canada Tourism Partnership was a partner in the recent Canada Specialist Program (CSP) UK Roadshows held May 10-12 in Southampton, Leeds and Liverpool, United Kingdom.

The Canada Specialist Program is an educational program for UK travel trade professionals, which includes an online training program, opportunities to participate in familiarization tours to Canada and in-market roadshows. In the UK, 37% of visitors to Canada use a travel agent to book flights and 60% consider travel agents influential in deciding which destination to visit. Source: Global Tourism Watch UK 2014.

The events combined a networking reception in which Canada representatives each had a display table, followed by a casual dinner and Canada quiz. CSP independent travel agents and reservations staff from key UK tour operators attended. ACTP Overseas Program Manager, Kelley Keefe represented the region at the events.

Kelley Keefe, ACTP Overseas Program Manager speaks with UK travel agents at Destination Canada’s UK Roadshows

Kelley Keefe, ACTP Overseas Program Manager speaks with UK travel agents at Destination Canada’s UK Roadshows

Destination representatives included British Columbia, Whistler, Alberta, Manitoba, Ontario, Ottawa, Quebec, Yukon and Atlantic Canada. Suppliers included Air Canada, Air Transat, British Airways, WestJet, Insight Vacations, Rocky Mountaineer, APT and Fairmont Hotels & Resorts.

At all three events, the Atlantic Canada mini presentations during the networking sessions were well received. Many guests commented that they were familiar with Western Canada, Ontario and Quebec, but they lacked knowledge of Atlantic Canada. The agents were very engaged and were especially surprised by the short flying time from the UK to the region.

In addition to the roadshows, Kelley Keefe delivered Atlantic Canada training for Canada specialist agents at the Canadian Affair offices in both Glasgow and London and the Barrhead Travel Glasgow office. In total, 238 UK travel agents were trained on Atlantic Canada during the week.

ACTP’s UK travel trade program also includes marketing partnerships with top UK tour operators to promote the region to the valuable UK market, in-market tradeshows and events, online and in-person training initiatives and advertisements in key trade publications.

May / June 2016

It’s All Found in Canada
A Collaborative Approach to Delivering US Leisure Travelers to Canada

The Atlantic Canada Tourism Partnership has entered into an exciting and innovative partnership with Destination Canada, to drive incremental US leisure travelers to Canada and more specifically, Atlantic Canada.

KE Found in Canada

The initiative is a collaborative approach with DMOs, PMOs and SMEs across the country co-investing in the program to leverage a cutting edge, multidisciplinary, result-based marketing program. Atlantic Canada invested $500,000 in the program which targets the cities of Boston, New York and Philadelphia.

The objective is to create buzz and excitement about the many unexpected experiences awaiting travelers in Canada, to shift perception that Canada is warm, fun, exciting, sophisticated and urban, to emphasize the great value and proximity and to create a sense of urgency to visit Canada now!

The program targets are 25 – 44 year old Americans, who have not visited Canada in the past and are living in key major US cities. They are served up exactly what they are looking for, which is vibrant cities, exquisite culinary experience, adventure at all levels, world class attractions and festivals and events – It’s All Found in Canada!

The approach is bold and forward thinking and is delivered in three phases. First the campaign reaches consumers through video, paid social media and paid search touting the unique, fascinating and accelerating vacation possibilities in each of the four province of Atlantic Canada. The second phase introduces key high-profile publishing companies.

AFAR NS NS Seaside Inns

Partnerships have been negotiated with AFAR, Buzzfeed, Matador and Refiner29, to name a few. Custom Atlantic Canada content such as video, photography, stories, itineraries, etc. is developed to differentiate our region of Canada from other areas of the world. The partnerships are negotiated based on guaranteed content views ensuring the biggest return on investment and the media elements are focused on driving those content views. Phase three includes digital paid advertising that delivers referrals (engaged audiences with a propensity to visit) to the Provincial websites.

The result, increased visitation and revenue for Canada and specifically Atlantic Canada. The Campaign launched in April and runs until the end of December, 2016. Results will be available following the conclusion of the full program.

March / April 2016

Destination Canada – Canada Shared Event
The Atlantic Canada Tourism Partnership (ACTP) was a partner in the Canada Shared event held March 2-3, 2016 in London, England. The biennial networking and educational event took place at the newly renovated Canada House in Trafalgar Square. Thirty-nine Canadian Signature Experiences (CSE) members were hosted in London by Destination Canada. ACTP and provincial representatives also participated, along with key UK media and travel trade contacts.

The event provided CSE members the opportunity to learn about doing business in the UK market and network with top tour operators, travel agents and media. French and German trade contacts also participated this year.

Anna-Marie Weir, Roads to Sea, New Brunswick chats with UK tour operator Liz Lunnon, Discover the World at Canada Shared in London, England.

Anna-Marie Weir, Roads to Sea, New Brunswick chats with UK tour operator Liz Lunnon, Discover the World at Canada Shared in London, England.



Several small events took place over two days, including:
• Canada Specialist Program Roadshow, an opportunity for CSE members to meet front line travel agents.
• Panel discussion to enhance knowledge among CSE members of working directly with UK trade and increasing business.
• Media luncheon.
• Pre-scheduled tradeshow format meetings with key UK tour operators.
• British Annual Canada Travel Awards (BACTAs), which recognizes excellence among UK travel writers and tour operators in promoting Canada.

Six CSE members from Atlantic Canada participated in Canada Shared this year:
Village Acadien de Caraquet, New Brunswick
Roads to Sea Guided Tours, New Brunswick
Lighthouse Picnics, Newfoundland & Labrador
Ocean Quest Inc., Newfoundland & Labrador
Fogo Island Inn, Newfoundland & Labrador
Celtic Colours International Festival, Nova Scotia

Feedback from the event has been positive; the biggest benefit being the opportunity to meet with UK trade and media to learn more about the market. The quality of buyers in attendance was quite high and future business potential for the region is promising. Existing knowledge of Canada and Atlantic Canada was good, but the event provided the opportunity to improve awareness of the region and its product offerings.

The Canadian Signature Experiences Collection is an inventory of visitor experiences that deliver on Destination Canada’s Keep Exploring brand promise and drive international sales to Canadian tourism businesses. The collection represents large and small companies, rural, urban and remote experiences that are offered to mass and niche markets. For a complete list of Canadian CSEs, visit: http://en.destinationcanada.com/sites/default/files/pdf/sec-ced/cse_memberlist_en_0.pdf

January / February 2016

Elevating Awareness of Atlantic Canada in the United States
ACTP implements an integrated annual media relations strategy in the U.S. which concentrates efforts on the regular distribution of news releases, in-market media events, desk-side media appointments, media outreach and media trips to the region. Meredith Pillon Marketing Communications, ACTP’s in-market media relations firm, leads the activities on behalf of the partnership, building awareness for the authenticity and distinctiveness of an Atlantic Canada vacation and inspiring U.S. media to produce features in print publications, online travel sites and social media platforms.
Oyster ServerOysterTypes
Early in 2015, ACTP hosted 53 high quality media representing some of the most influential publications such as Travel + Leisure, Conde Naste Traveler and Food & Wine, at ACTP’s annual New York City media event. New York is ACTP’s most important media market and plans are currently underway for this year’s event which will take place on February 9, 2016. Representatives from the provinces will deliver top travel stories and promote 2016 visitation. The annual event keeps Atlantic Canada’s new developments and tourism attributes top-of-mind with key editorial decision makers and generates interest for story ideas and media trip planning for the year ahead. A full house is expected as our media event is one of the most coveted invites of the year. The event is relaxed and informative with great food and entertainment.

Meredith Pillon Marketing Communications assembled a very impressive set of media appointments in March of 2015 to cultivate productive working relationships and foster new ones. Media from publications such as the New York Times, Robb Report, Passport Magazine, Boston Globe, Men’s Journal, and GoNomad.com met with the provinces to discuss story ideas and media trips.

According to ACTP’s United States Consumer Research conducted by TNS, when respondents were asked where they would look for information on travel to one or more of the Atlantic Provinces, 20% indicated articles and stories in magazines and newspapers. This demonstrates the importance of editorial coverage for leisure travelers.Sources of Trip Planning
Press trips are a critical component of the integrated media relations plan and continue to provide the best opportunity to generate earned media value. The culmination of various key tactics, secured more than 20 media trips during June to September which will produce valuable coverage for Atlantic Canada. In many cases, it may take a year or two for coverage to be realized as the lead time for print articles is significantly longer than online.

Substantial efforts have resulted in a media relations program generating solid returns. During the 2012-2015 agreement, the program generated $14.8 million in earned media value resulting in a return on investment of $35.02:1.