Image courtesy of Adventure Canada

Canadian Expedition Leaders

Specialists in outdoor adventure, wildlife viewing, eco-photography and native culture trips across Canada.

MEDIA RELATIONS & MARKETING

The Company

Adventure Canada

 
 

The Situation

In September 2012, Adventure Canada restructured its organization and needed an interim marketing and public relations solution while it sourced a new in-house team. In addition to the regular marketing tasks, such as newsletter design and distribution, advertising and social media, the 25th Anniversary brochure was due in three month’s time. Adventure Canada’s need for expertise and efficiency was paramount. In March 2013, the company hired an in-house marketing team and Bannikin narrowed the focus to public relations.

What We Did

Given Bannikin’s comprehensive understanding of the adventure travel industry and clientele, as well as this particular product (Arctic expedition travel), Adventure Canada brought us in as its interim marketing team to provide a seamless transition and take the helm of all public relations. In order to meet Adventure Canada’s marketing and media goals, Bannikin undertook the following:

  • Designed & oversaw the production of Adventure Canada’s 25th Anniversary brochure
  • Organized press trips with international journalists to increase feature coverage
  • Redesigned the Adventure Canada’s pre-departure kit – Expedition Guide and Practical Handbook – presenting the most useful information to guests in a readable design
  • Increased community engagement across social media
  • Secured tourism awards and accolades
 

The Results

media-coverage

Media Coverage

Bannikin secured media coverage in the National Post, The Australian, The New York Times, National Geographic, La Presse, CBC, The Globe and Mail, The London Telegraph, and more, through press trips, pitching and press releases.

engagement

Increased Engagement

Bannikin launched a 25th Anniversary brochure photo contest across social media channels attracting nearly 1000 new images and increasing social media engagement by 25%.

accolades

Recognition

2013 Outstanding Service Award, from Nunavut Tourism; 2014 Cruise Vision Award, from Hospitality Newfoundland and Labrador; Canadian Signature Experience Designation, from Canadian Tourism Commission.

Adventure Canada was lucky enough to find Bannikin five years ago, and they quickly became our go-to PR experts. They have placed literally hundreds of high-calibre journalists aboard our voyages– creating thousands of pages of editorial – which has led to over a million dollars in sales. Their expertise in the field of travel-industry public relations has been a game-changer for our PR strategy.

Clayton Anderson Adventure Canada

We should chat.

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