"tartanbond provided us with an effective roadmap for our communications and marketing efforts to best promote Indigenous tourism experiences across Canada and around the world."
Shae Bird, CEO, Indigenous Tourism Alberta
Indigenous Tourism Alberta (ITA) needed an integrated marketing and communications strategy that would thoughtfully promote Indigenous tourism within Alberta and around the world while demonstrating the value of the organization to government bodies, organizations and the private sector. The strategy needed to provide a framework for effective marketing and communications for the next four years, setting a foundation of strong, impactful relationships with members, consumers and stakeholders.
Following the RACE formula (Research, Analysis, Communication, Evaluation) tartanbond conducted primary research by surveying 1,000 Albertan’s to evaluate the current state of awareness, determine interest levels and further understand how travellers make travel decisions. Both the primary research results and secondary research analysis drove the development of the strategy.
Combining paid, earned and owned channels, the fulsome integrated strategy included an extensive audit of existing market channels, target audience and stakeholder profiling, key performance indicators and a breakdown of each channel's recommendations and tactics.
The ITA integrated communications and marketing strategy resulted in the development of extensive strategic documents and action plans to guide the internal team over the next four years.