Travel Alberta

Media & PR Specialist - Tourism Jasper

May 30, 2014
May 14, 2014
Tourism Jasper

Tourism Jasper has an immediate opening for the position of Media & Public Relations Specialist, reporting to the Director of Marketing & Brand Development. This position requires active involvement in travel media relations, and a proven knowledge of public relations, to achieve the following objectives:  Develop and implement strategies and tactics to leverage regional, national and select international markets with an integrated media plan that supports and enhances marketing campaigns, special events, visitor experience and product development. Build and foster positive working relationships with Tourism Jasper Shareholders, industry partners and key stakeholders to maintain a positive profile of Jasper and its diverse travel experiences.     


Work with the Marketing & Brand team on the development of a fully integrated marketing plan that includes parallel media, social media and public relations strategies to support campaigns and activities. Lead the development and execution of the Media & Public Relations tactical plan. Manage the media relations program including: developing media relations policies, developing and distributing media releases; tracking/analyzing coverage; developing relationships and opportunities with targeted media; preparing spokespeople.  Manage itinerary coordination and hosting of travel media. Cultivate and enhance collaborative working relationships between Tourism Jasper Shareholders and the Media. Lead the coordination of Tourism Jasper media events. Represent Tourism Jasper at relevant media conferences and marketplaces. Develop and pro-actively pitch story ideas to regional, national and international media. Assist with content development aligned with the Jasper brand messaging for all media platforms including online and traditional channels.  Develop, establish and maintain relationships with targeted media. Maintain positive relationships with key stakeholders in Jasper, Parks Canada, Canadian Tourism Commission, Travel Alberta, and relevant Destination Marketing Organizations. Manage the Media & Public Relations budget, including quarterly reviews, forecasting, and variance reporting. Other duties as required 


  • Superior communication skills 
  • Proven media relationships, particularly in regional markets 
  • Strong knowledge of journalist and media requirements 
  • Strong writing, editing and proofing ability 
  • Ability to manage budgets and timelines 
  • Proficient in Microsoft Office 
  • Understanding of Jasper partners, products, and travel experiences 
  • Ability to work well under stressful situations and tight deadlines 
  • Understanding of social media 
  • Knowledge of media tracking systems 
  • Public speaking, special event planning and promotions experience. 

This position may be based in Edmonton, AB  or Jasper, AB and will require some evening/weekend work, and travel within Alberta, Canada and North America. A valid driver’s license is required. The successful applicant will have relevant post secondary education, plus a minimum of 2-3 years experience in the discipline of media and public relations. 

Please forward a cover letter and resume to Leigh Abra, Director of Marketing & Brand Development at by May 23, 2014. Tourism Jasper would like to thank all applicants who apply, but only those selected for an interview will be contacted.