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Travel Media Manager Open Collapsible Content

Travel Media Manager Open Collapsible Content

Explore Edmonton CorporationEdmonton, AB, CA
10 days ago
Job description

About the Position

Reporting to the Executive Director, Destination Stewardship, the Travel Media Manager will oversee all Explore Edmonton’s Travel Media activity in regional, national, and international markets.

Working with regional and international media, travel writers, producers and travel influencers, this role is responsible for increasing earned media coverage of Edmonton and its tourism products / experiences. This position will manage all geo-markets for the travel media portfolio.

This role is responsible for planning, implementing, and evaluating earned and responsive media development and managing the operational business plan and budget for this work.  In addition, this role is responsible for identifying trends and opportunities in regional and international markets and contributing to the overall success of Edmonton’s Visitor Economy.

As the successful candidate, you will :

  • Write and distribute press releases highlighting the news about diverse attractions, events, and experiences Edmonton offers.
  • Align with Explore Edmonton's social media team to provide user-generated, content creator, and travel influencer content for its social channels, enhancing engagement and authenticity.
  • Handle reactive media responses for information and asset requests.
  • Develop and maintain targeted media lists, including media outlets, receptive travel publications, and other business outlets to support the overall objectives of Explore Edmonton.
  • Work with other Explore Edmonton divisions to develop and implement strategic pitch plans. Develop compelling storytelling to pique the interest of receptive media and create tailored pitches for key publications, focusing on Edmonton's diverse travel experiences.
  • Ensure that Edmonton’s TravMedia profile remains up-to-date and relevant, representing the best the city has to offer.
  • Align with broader content strategies and team priorities to support key themes and areas of focus through earned media.
  • Collaborate with the Destination Stewardship and Global Marketing Teams on paid partnerships with key media outlets.
  • Extend invitations to key media and prominent content creators specializing in travel, culinary experiences, sports, business, and city destinations to experience the rich tapestry of Edmonton's offerings.
  • Build and enhance relationships with Explore Edmonton partners.
  • Build relationships with key partners such as Travel Alberta, Destination Canada, Edmonton International Airport, Airline Partners and Tourism Jasper as related to Travel Media.
  • Proactively collaborate with DMO partners at provincial and federal levels to amplify efforts.
  • Oversee joint marketing agreements.
  • Create and manage custom itineraries for media visits through Travefy. Book experiences, transportation, air travel, meal support and oversee other logistics related to planning the visit.
  • Host media in destination and act as main point of contact throughout their trip.
  • Responsible for arranging & managing media gifting. Manage and gain support for media FAM tours in partnership with Destination Canada (DC), Travel Alberta (TA), Edmonton International Airport (EIA), Tourism Jasper and other partners.
  • Contribute as a key team lead in the international market discussions and air service support meetings.
  • Work with Destination Development team on export-ready product development. Increase awareness of Edmonton export-ready experiences.
  • Conduct in-market desk side meetings with editors and attend media marketplaces.
  • Develop and maintain relationships with Destination Canada (DC), Travel Alberta (TA), and key in-market travel media partners.
  • Build, maintain, and enhance strong relationships with travel media publication editors, travel writers, influencers, producers, etc.
  • Manage day-to-day market lead responsibilities for travel media in all geo markets.
  • Plan, develop, implement, and evaluate travel media distribution channels / sales programs, including media marketplaces, FAMS, and webinars in assigned geo markets
  • Reconciliation of expenses and receipts, and managing the overall program spend / budget.
  • Responsible for setting unit budget and control within a + / -5% variance throughout the year.
  • Unit reporting on financial actuals and forecasts.
  • Contribute complete internal and external unit updates to quarterly and annual reports, meeting all deadlines.
  • Maintain professional industry-related memberships. Reviewing and adjusting as required.
  • Manage data related to Travel Media’s follow-ups and leads as related to key clients.
  • Manage communication of internal Travel Media related wins with the broader Explore Edmonton team.
  • Work with Agility PR to score articles for reach and value. Archive all resulting digital / print articles and manage coverage tracker.

Qualifications :

  • Bachelor’s Degree in Communications, Public Relations, Marketing, or Tourism. Advanced degree is an asset.
  • At least 3-5 years of experience in public relations, media outreach, or communications, particularly in the travel and tourism industry. Experience working with journalists, influencers, and media outlets is crucial.
  • Minimum 3-5 years leading a project or team.
  • Proven experience in planning and executing marketing campaigns, including digital and traditional media channels, with a strong focus on travel or tourism-related content.
  • Hands-on experience in organizing media events, familiarization (FAM) tours, media marketplaces, or other promotional activities for destination marketing or brand promotion.
  • Knowledge of multiple languages is an asset.
  • Experience with programs such as Travefy & TravMedia.
  • Knowledge of current trends in travel, tourism marketing, and media relations, particularly in the context of destination marketing.
  • Understanding how to leverage social media platforms for brand visibility and engagement.
  • Market Dynamics : Familiarity with geographic markets, media channels, and different travel audience segments. Candidate understands the importance of different cultural practices and expectations.
  • Familiarity with Edmonton's tourism offerings and the ability to position them effectively to various audiences.
  • Strong Communication Skills. Proficient in writing press releases, pitches, and social media content, as well as presenting to key partners.
  • Experience in developing and executing engaging activations and events to promote travel and tourism; including planning campaigns, coordinating FAM tours, and executing media programs.
  • Expertise in fostering long-term relationships with stakeholders, including travel media, local partners, and tourism organizations across various platforms.
  • Ability to thrive in a dynamic environment. Professional, energetic and reliable with well-developed work habits.
  • Strategic Thinking : Capable of aligning media activities with broader organizational goals, understanding key markets, and creating targeted pitches.
  • Excellent organizational and time management skills with the ability to multi-task, prioritize workload efficiently and work within deadlines.

    • Please note that this is a hybrid position, allowing you to work two days from home and three days a week in the office. The successful candidate may be required to travel domestically and internationally, as well as work irregular hours, including evenings and weekends.