The Challenge
Tourism Kingston set out to deliver a three-year Integrated Destination Strategy (2023–2025) aimed at establishing the city as a successful, sustainable tourism destination with a meaningful impact on people, place, and planet. The challenge was to strengthen Kingston’s visitor economy by increasing awareness of its year-round offerings across leisure travel, business events, and the creative industries.
Our Response
Tartanbond developed a three-year communications plan aligned with Kingston’s Integrated Destination Strategy to strengthen the city’s visitor economy. Through strategic earned media and public relations, we focused on attracting high-value visitors, driving off-season travel, improving local perceptions of tourism, and building stakeholder confidence.
Impact
As part of our ongoing partnership, we’ve welcomed more than 20 media and content creators to experience Kingston firsthand. We’ve also successfully delivered the following results to date:
Leveraged the Total Solar Eclipse (April 2024) to spotlight Kingston and local attraction partners as the destination to view the eclipse through proactive media relations.
- Began pitching in May 2023 to top outlets and tourism partners, including Destination Canada and Destination Ontario.
- Secured and prepared spokespeople for interviews with major outlets like The Toronto Star, Global News, The Canadian Press, and AM 640.
- Achieved 376 media placements, with standout coverage in The Globe and Mail, Toronto Star, and Global News.
Promoted Kingston as a hub for historic inns, showcasing 19th-century architecture and unique accommodations.
- Pitched top-tier media with the opportunity to experience a hosted stay at a historic inn.
- Secured a visit from a Globe and Mail writer, resulting in two published articles highlighting Kingston’s heritage architecture and Sir John A. Macdonald’s historic home, garnering over 11M+ impressions.
