Manager, Destination PR & Storytelling

The Manager DestinationPR& Storytelling Canadais responsible forsharing the stories that inspire travel to Pursuits iconic Canadian destinations attractions and hospitality experiences.This role owns the Canadian destination PR portfolio translating business priorities newexperiencesand local stories into compelling media opportunitiesacross key feeder markets in Canada the United States and the United Kingdom.

Reporting to the Director Public Relations & Communications the Manager DestinationPR &Storytelling Canadadevelops and executes destination-focused storytelling strategies that connect media and creators with the people places experiences and communities that make Pursuits Canadian collection extraordinary.They serve as a strategic communications partner to destination leaders whileremainingclosely involvedin media hosting writing pitching relationship development and on-site execution.

The ideal candidate is an exceptional storyteller experienced PR professionaland relationship builder who thrives on uncovering compelling stories creating memorable hosting experiences and cultivating ongoing relationships with travellifestyleand consumer media.They arean outstanding writer who understands how to craft compelling narratives develop strategic messagesidentifynewsworthystoryanglesand translate business priorities into meaningful earned media opportunities.

This role combinesstrategicthinking with hands-on execution and requires someone equally comfortablesetting destination PR prioritiesdeveloping story ideas pitching media hosting journalists on a glacier attending industry eventsadvising internal partners andcollaborating with operational teams to bring a story to life.The successful candidate understands how media works knows what makes a strong pitch andcan build a sustained PR program that balances proactive storytelling launches mediahostingand emerging business needs.

Theybringsoundjudgementa strong understanding of Canadian Press style meticulous attention to detail and acollaborative growth-oriented mindset.They share ideas openly welcome different perspectivesand are willing to challenge established approaches. They are curious about new ways of working industry trendsand use data and insight to test ideas and adjust strategy as the work evolves.They are energized by travel passionate about tourism and hospitality and excited by the opportunity torepresentsome of Canadas most iconic experiences on the global stage.

Working closely with Marketing Brand SalesSocial MediaOperations Guest Experience teams anddestinationtourism partners this roleserves as a strategic PR partner andhelps position Pursuit as a leading attractions-led hospitality company while showcasing the iconic destinations that define the Canadian collection.

What Youll Do

The Canadian portfolio includes Pursuits attractions hotels lodges and dining experiences across Banff Jasper the Columbia Icefield and Golden.

DestinationPR&Storytelling

• Own the annual destination PR strategy priorities editorial calendarbudgetand performance for Pursuits Canadian portfolio leading its execution to increase awareness of Pursuits attractions hotelslodgesand travel experiences.

• Identifydevelopand advance compellingdestination travellifestyleand human-interest stories that generate earned media opportunities and support business priorities.

• Develop creative PR campaigns story angles mediaactivationsand creator collaborations that drive awarenessengagementand earned coverage.

• Maintain a year-round pipeline of proactive story opportunities seasonalnarrativesand media campaigns across Pursuits Canadian destinations.

• Collaborate withMarketing Brand Commercial Operations and Guest Experience teams to uncover unique stories and bring them to market.

• Manage assigned destination PR budgets agenciescontractorsand partner contributions ensuring clear deliverables responsiblespendingand measurable outcomes.

Media Relations & Relationship Management

• Build andmaintainstrong relationships with travel lifestyle outdoor luxurybusinessand consumer media as well as relevant creators and influencers.

• Develop targeted media outreach plans and proactively pitch stories across key Canadian U.S. and U.K. markets.

• Represent Pursuit at industry events media functionsconferencesand marketplace activations.

Launches & Integrated Communications Planning

• Lead destination communications planning for new experiences openings renovations seasonallaunchesand significant business announcements.

• Establish communications milestones approvals asset requirements spokesperson needs and media timingand measurement plans.

• Assess whether products and operations are ready for external storytelling andidentifygaps that could affect media coverage or reputation.

• Coordinate with Brand Marketing Social Paid Media Creative Operations and Guest Experience to bring stories to market through an integrated plan.

Media Hosting & Destination Experiences

• Plan coordinate and host individual and group media familiarization trips creatorvisitsand broadcast productions across Pursuits Canadian destinations.

• Design memorable itineraries and hosting experiences that bring destination stories to life while supportingagreed communications andbusinessobjectives.

• Serve as the primary point of contact for hosted journalistscreatorsand media partners.

• Coordinatelogistics stakeholderengagementand on-site execution to ensure exceptional guest experiencesand strong storytelling outcomes.

Communications Strategy &Reputation

• Serve as a strategic PR advisor to destination leaders providing clear recommendations and identifyingcommunicationsopportunitiesrisksand reputational considerations.Write and edit compelling communications materials including press releases media pitches media alerts keymessagesandbackgrounders.

• Contribute to shared team standards templates training and continuous improvement across the global PR and communications function.

• Translate complex business information into clearcompellingand media-friendly content.

• Ensure all communications reflect Pursuits brand voice strategicprioritiesand destination positioning.

• Monitor destination trends regional eventsandemergingthemes translating insights intotimelystory opportunities.

• Providedirectionand feedback to contractors and agency partnersmaintainingaccountability for qualitydeadlinesand results.

Creator & Influencer Partnerships

• Support the development and execution of creator and influencer strategies aligned with destination and business priorities.

• Identifyand cultivate relationships with creators whose audiences align with Pursuits target markets.

• Lead destination planning hosting and on-site execution for creator visits and partnership activations.Collaborate with Local LocalMarketingSocial MediaandGrowth Marketingteams to ensure alignment between earned owned paidand creator storytelling efforts.

Partnership Development

• Build strong relationships with destination marketing organizations tourism partners travel tradeorganizationsand community stakeholdersthat strengthen Pursuits local reputation.

• Identifyand develop mutually beneficialcollaborative storytelling opportunities that elevate Pursuit destinationsstrengthen regional tourismnarrativesand expand destination visibility.

• Represent Pursuit in tourism and destination marketing initiatives whereappropriate.

Measurement & Reporting

• Monitor and report on earned media performance hostingactivityand campaign outcomesagainst agreedobjectives including coverage quality message pull-through and priority-market penetration.

• Track media relationships coverageresultsand destination storytelling initiatives.

• Translateresults intoinsights and recommendations to strengthen future strategies and campaigns.

• Maintainaccuratemedia databasescontact records hosting informationreportingsystemsand communications tools.

Experience Youll NeedToBe Considered

• 5years of experience in public relations media relations communications journalism destinationmarketingora relatedfield.

• Experience in tourism hospitality travel destination marketingattractionsor consumer-facing brands preferred.

• Exceptional writingeditingand proofreading skills with experience developing media pitches press releases and strategic communications materials.

• Strong understanding of Canadian Press (CP) style and media writing best practices.

• Demonstrated successidentifyingstories developingpitchesand generating earned media opportunities.

• Experienceleadingand executingpublic relations and communications strategiesfor a destinationlifestyleor consumer-facing brand.

• Experience developing creative PR conceptscampaignsor story-driven media programs.

• Demonstrated success building andmaintainingrelationships with journalists creators and industry partnersand senior internal stakeholders.

• Experience hosting media creatorseventsor stakeholder groupsispreferred.

• Experience managing budgets agenciescontractorsor complex cross-functional projects is preferred.

• University degree in Communications Public Relations Journalism Marketing or a related discipline or equivalent professional experience.

Skills & Abilities

• Outstanding storyteller with exceptional written and verbal communication skills.

• Strong understanding of the Canadian and international travel media landscape.

• Ability to craft compelling pitches and tailor story angles to different audiences and media outlets.

• Creativethinkerwho enjoys developing innovative earned media opportunities and storytelling concepts.

• Outgoingpersonableand confidentinbuilding relationships with journalistscreatorsand tourism partners.

• Highly organized with meticulous attention to detail.

• Strong project management and organizational skills with the ability to manage multiple priorities and deadlines in a fast-paced environment.

• Confident presenter and host who thrives in public-facing environments.

• Strong hospitality mindset with a passion for creating memorable experiences.

• Curious growth-minded and energized by continuous learning and improvement.

• Comfortable working independently while collaborating across a geographically diverseand matrixedorganization.

• Sound judgment and the ability to make clear recommendations manageexpectationsand know when to escalate an issue.

• Comfortable usingproject-managementand reporting platforms and adopting emerging communications technology responsibly.