Travel Alberta

Earned Media Coordinator

Sep 20, 2017
Sep 14, 2017
Tourism Calgary

Company Overview

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

The position

Reporting to Manager of Earned Media, the Coordinator, Earned Media will support the day-to-day execution of Tourism Calgary’s consumer facing earned media strategy to maximize the impact of earned media as a key component of the modern marketing mix to drive incremental visitation and spend to Calgary.

A champion at leveraging the power of word-of-mouth, the Earned Media Coordinator will influence and generate stories from third parties that positively shape consumer perceptions of Calgary as a destination. From traveller reviews to locals, industry partners, influencers and the media at large, this role is dedicated to gaining earned media exposure that generates measurable impact on the travel consumer’s decision making in key markets for the destination.


Key responsibilities

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 
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 story tellers) 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 scheduling, partner engagement, hosting, gifting, materials, and follow-up 
  • Develop and book itineraries, key messaging, media kits, partner kits & engagement sessions 
  • Administer, and monitor the Media Experience Pass program in collaboration with industry partners 
  • Collaborate with paid and owned teams to further amplify earned media stories and coverage 
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
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 
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 
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 role 
  • Minimum 1-2+ years’ of direct experience in the tourism industry an asset 
  • Diploma or Bachelor degree in relevant field considered an asset (i.e. marketing, business, PR, communications) 
  • Must have excellent oral and written communication skills, including some media writing 
  • Strong computer literacy and organizational skills
  • Have the flexibility to occasionally attend functions and events on evenings and weekends

Application process

Reply in confidence with a cover letter and resume by September 20th, 2017 to:

Roxanne Wideen
Director, Human Resources
Tourism Calgary
Please note: only those selected for an interview will be contacted.