On October 29, our Media & Communications Team hosted “The Best Virtual Press Trip in the World,” which was designed to transport media who are not currently able to visit us to Banff and Lake Louise. Twenty-five A-list media from outside of Alberta, including the US, UK and Australia, joined the Zoom webinar to hear from Fairmont Chateau Lake Louise, Fairmont Banff Springs, SkiBig3, Forest Fix, Yamnuska Mountain Adventures, Park Distillery and BLLT discuss winter, adventure and events through short presentations and live, on-site guided experiences. View the recording.
Over four hours, we were able to pitch fresh and relevant story ideas and strengthen relationships with important media contacts worldwide. Feedback indicated that media valued engaging experiences the most – Fairmont’s guided hikes and the spirit tasting by Park Distillery were very well received. Media were also very curious to learn how we have adapted to COVID-19. We are monitoring for resulting coverage, and plan to host future Virtual Press Trips as part of our regular media activities.
Our earned media efforts this month were focused on dining, with Taste for Adventure having kicked off mid-month. We continued to see a lot of travel media coverage, with key themes including dining, year-round mountain adventure and ski.
In October we saw 222 earned stories, with a potential reach of 55,366,032 and an average media quality score of 8.2.
- A Daily Mail article that highlighted winter in Banff and Lake Louise and mentioned 12 partners, reaching more than 7.8 million.
- Multiple articles on Banff National Park were produced for The Culture Trip, including, “The best bars to visit in Banff,” “The best restaurants in Banff, Alberta,” and “The best nightlife guide to Banff,” which have a collective reach of more than 1.5 million.
- In partnership with Destination Canada and travel expert Loren Christie, “How Ski Resorts are Planning to Operate During the Pandemic” was produced for CTV Your Morning Today, reaching an audience of over 41,000.
- HomoCulture magazine produced five articles as a result of a media visit over Pride, including, “Banff is Canada’s crown-jewel and needs to be at the top of your travel bucket list” and “Dine Out at these Outstanding Banff Restaurants.”