The Challenge
The International Indigenous Tourism Conference (IITC) needed to expand its media presence and raise broader awareness of the importance and impact of Indigenous tourism. With nearly 1,000 delegates attending from around the world, the challenge was to strengthen industry positioning, elevate conference visibility, and ensure Indigenous tourism stories were amplified in meaningful and accurate ways across national and international media.
Our Response
Tartanbond led a comprehensive media relations program to elevate IITC’s visibility and reinforce its industry leadership. We developed strategic messaging, secured national and international media interest, and facilitated on-site interviews and storytelling opportunities that highlighted the significance of Indigenous tourism. Our efforts helped amplify conference themes, showcase Indigenous voices, and strengthen IITC’s position as a global leader in the sector.
Impact
Tartandbond played a critical role in driving media engagement and amplifying the event’s reach. Behind the scenes and onsite, our team secured attendance from over 10 top-tier media representatives and facilitated interviews with ITAC’s key spokespeople. Our efforts resulted in more than 43 pieces of media coverage, garnering over 40 million impressions. Our on-the-ground support in connecting spokespeople with key journalists and industry partners ensured strong media representation, significantly contributing to the event’s overall success.
Additionally, Tartanbond hosted a dedicated media breakout session with Indigenous tourism business owners, providing them with valuable insights on pitching to the media. Esteemed travel journalists joined the session, offering first-hand advice, and praised the discussion as both insightful and practical.
