Travel Alberta

Earned Media Coordinator

May 21, 2018
May 10, 2018
Tourism Calgary

Tourism Calgary is Calgary’s Destination Marketing Organization. Representing the visitor industry in Calgary, the City of Calgary, more than 600 member companies and its key partner - The Calgary Hotel Association and DMF Hotels, Tourism Calgary takes Calgary to the world and with its partners brings the world to Calgary for meetings and conventions, leisure travel, and sport, culture and major events. Tourism in Calgary annually contributes over $1.4 billion in economic impact to local economy 


Reporting to Manager of Earned Media, the Earned Media Coordinator will be a natural hustler who knows how to get things done, and does them skillfully. 
The candidate fit for this position can whip up clever, on-point media materials in their sleep, and thrives on the pursuit of strategies that go beyond traditional media outreach. Their passion for earned media matches that of our marketing team and they shine in an environment that encourages initiative outside of a standard job description. A champion at leveraging the power of word-of-mouth, the successful candidate will influence and generate stories from third parties that positively shape consumer perceptions of Calgary as a destination.  


 1. Execution of the Earned Media Strategy  
• Create and foster earned media amplification (planning, generation, messaging, managing, collaborating, monitoring)  • Assist with the creation of a year-round earned media calendar that proactively identifies all earned media opportunities across Tourism Calgary’s channels, third party platforms, and other relevant distribution channels  • Assist with the creation of key messaging appropriate for each target audience segment  
2. Generating & Influencing Earned Media    
• Responsible for supporting the execution of Tourism Calgary’s earned media generation process and plan
• Coordinate and execute earned media generation tactics that identifies, recruits, influences and engages earned media creators (travellers, industry partners, writers, photographers, videographers, and other third-party content creators) to tell compelling stories about Calgary 
• Plan and execute media visits throughout Calgary and area, working collaboratively with industry partners, Travel Alberta and Destination Canada as required 
• Plan and execute public relations events including itinerary building, scheduling, partner engagement, hosting, gifting, materials, and follow-up  

• Develop key messaging, media kits, and community engagement sessions • Administer and monitor the Media Experience Pass program, and Instameets in collaboration with industry partners   • Collaborate with paid and owned teams to further amplify UGC content and earned media coverage  

3. Monitoring and Reporting  
• On-going monitoring of earned media to evaluate performance and impact  • Draft periodic reports on Tourism Calgary influenced earned media  • Measure earned media effectiveness, identify key insights and make recommendations on results 

4. Research and Analysis  
 • Monitor earned media, digital, consumer and tourism industry trends  • Research new developments in the earned media field to inform strategies and processes • Assist with the bi-annual competitive analyses (Winter/Summer) • Accountable for the outputs and KPIs to support the departmental scorecard   
5. Partnership Relations  
• Foster strong relationships with agencies, influencers, industry partners, local, Canadian, US, international and free-lance travel media  • Create relevant and influential personalized pitches, collateral, and communications materials   
6. Administrative Responsibilities  
• Process invoices and expenses  • Champion the internal database ensuring contacts and notes are up to date. Update the media relations website as needed 
• Minimum 1-2+ years’ experience in a similar public relations or communications role  
• Diploma or Bachelor degree in relevant field considered an asset (i.e. marketing, business, public relations, communications)  
• Must have excellent oral and written communication skills, including media writing  
• Must have a valid class 5 drivers licence  
• Have the flexibility to occasionally attend functions and events on evenings and weekends 
Reply in confidence with a cover letter and resume by the end of day May 21st, 2018 to: 
Roxanne Wideen Director, Human Resources Tourism Calgary 

Please note: only those selected for an interview will be contacted.