Introduce a young mountain resort to the sophisticated national travel and tourism market.
A strategic National PR Plan integrating with the existing Kicking Horse Mountain Resort (KHMR) communications and events plan resulted in industry records for media coverage and within two seasons resulted in a sold-out ski season for the Resort.
Starting in 2009 right before the KHMR 10 year anniversary we began creating a foundation: building media resources (editorial photography, media kits, and editorial calendars) and creating relationships to set us up for success. KHMR was nine years old, and had not yet developed its personality or identified differentiators. Anstice worked with the internal team to identify what set them apart, and create materials that showed it off. On the mountain, the KHMR team went to work creating relationships with service providers that would allow for extraordinary experiences for visiting media. At Anstice, we went to work creating relationships with media all over Canada to introduce them to KHMR for the first time, beginning in the travel and snow industry and quickly expanding to touch all areas of the industry. Anstice created targeted media pitches and crafted stories that attracted journalists from across the country and demographic spectrum: publications quickly became interested in sending writers focusing on family travel (The Globe and Mail, EnRoute, Up! Magazine) to luxury seekers (Bombardier Magazine, NUVO) and national niche publications (Zoomer Magazine, and the Food Network and the Marilyn Dennis Show). KHMR quickly become known for crafting the most unique and experiential media trips, and the quality was reflected in the coverage…we even made the cover of EnRoute Magazine.