Bald Eagles feeding on Salmon in Haida Gwaii

A quiet moment in Skidegate on Haida Gwaii. Every time the tide goes  out, the beach offers opportunities to explore what has been left  behind. The young Haida, the raven and the eagles in turn come out to  play. In a place where every day brings opportunities for new  discoveries, it is easy enough to spend an hour, or two or three just  taking it all in, as we did on that beautiful summer day.

Natural History Museums Nurture Local Sense of Place

This Royal Saskatchewan Museum golden eagle diorama has had quite a history. I saw it for the first time in the early 1980s. It struck me then as a vivid illustration of a land that had successfully maintained a definite sense of wilderness in the midst of massive agricultural transformation. In 1990, while the museum was undergoing major renovations, it was hit by fire. This diorama and many others were covered by black soot. The museum was closed to the public for a few months to repair the damage. The community and museum patrons pulled together, and invested in the creation of an even more ambitious set of galleries and displays that eventually yielded a spectacular First Nations Gallery.

Natural history museums play a subtle but critical role in helping shape a destination's brand identify. Their very presence in a community attests to the profound appreciation by its inhabitants of those aspects of life that enrich the local sense of place. Natural history museums highlight cultural capital and natural wealth. They are resource centres, learning opportunities for children, adults and visitors.

They are institutions tasked with the stewardship of artifact collections that researchers and citizens can enjoy in future generations. Perhaps more powerfully than other efforts, they eminently convey that private and public sector organizations are sometimes able to partner to achieve great projects. Perhaps studying what common ground was found among partners that allowed such institutions to be built might provide useful insight for all those who seek more mutually-beneficial partnerships in general.

Content marketing is storytelling to gain strategic advantage with target audiences

Castle Butte, Big Muddy Valley

A bit of background

For those who don't know where Saskatchewan is located, ours is a beautiful Canadian province located in the heart of the North American Plains region. Stunning in the diversity of its natural environments from grasslands to boreal forest environments, home to thousands of lakes and rich ecosystems. Generating awareness about Saskatchewan as a tourism destination among international audiences has always proved challenging. Awareness of Saskatchewan's tourism resources may be relatively high with audiences in neighbouring provinces like Alberta, U.S. states like North Dakota, and Saskatchewan expats who return each summer to visit friends and relatives, but the lure of Saskatchewan among potential medium and long haul visitors is still a work in progress.

Air connections have steadily improved with major U.S. hubs like Minneapolis, Denver and Chicago, making it easier for international visitors to get here but, but better known destinations with direct international flights and mightier marketing budgets bring considerably more clout in travel markets at a time when factors that affect tourism industry competitiveness worldwide make it difficult for emerging stars to play in the major leagues.

It is easy to understand why destination marketing organizations like the Canadian Tourism Commission would bet on winning horses like the Calgary Stampede, which has greater potential to generate a return on investment, than on a small town rodeo in rural Saskatchewan which would provide just as evocative an experience for visitors, but might be more difficult to get to and require a somewhat more "specialized" outlook on what a Canadian holiday might feel like in the client's mind.

For the record, I have been bringing clients from around the world who didn't know anything about Saskatchewan before getting here for quite some time, through my former tour operator activities with Great Excursions. The main resource I used to engage these clients is sharing with them:

• the authenticity of experiences they would enjoy while in the province;
• documenting the distinctive character of the journey they would embark upon;
• generating content and communicating that content to them.  

Storytelling - that is all it is!

I knew from available market research what my target audiences sought in terms of quality of experience indicators. I proceeded to look for these in the holiday products I would offer them, and I looked to incorporate the right partners as suppliers and agents in the travel trade that were in a position to capitalize on that kind of editorial content availability. Chronicling facts about places, people, communities, and about how hosts are grounded in their respective communities does makes a difference, as you will see.

An international tourism organization where content marketing is central

Perhaps the most vivid illustration of how I was able to harness the power of editorial content for partners, customers, and ultimately the corporate bottom line, is the partnership initiative I established with UK-based responsibletravel.comhttp://www.responsibletravel.com/ in 2002, a specialist online travel agency that uses content marketing tactics to sell accredited responsible travel products to discerning travellers around the world. That company came into being with the financial support of Anita Roddick, founder of  The Body Shop. They actually initiated the conversation with me, and likely found Great Excursions because content marketing was also a core strategy for us. RT.com was in a position to provide us qualified leads in difficult to access European markets. We were able to provide the content they needed to market our products in the segments they targetted.

Using available market intelligence, I conducted intensive research to identify Canadian product suppliers I might wish to establish a travel trade relationship with as an international wholesale tour operator. I conducted comprehensive interviews with company owners and staff about their business practices on environmental, economic and social fronts. The body of my research was used to craft responsibility policies documenting how each of these products was made possible and impacted favorably on local host communities, thereby creating a competitive advantage in the eyes of those customers for which travelling responsibly is an important consideration.

My company’s customer relationship management system required that the communication of these beneficial practices be shared with clients from the lead generation phase to the published independent review that was authored by the client at the end - enticing new clients to come on our trips.

In my next post I will elaborate on specific examples of tourism operations and products with which content marketing tactics proved a pivotal strategy.

Pilgrimage to Windy Bay, Haida Gwaii

Visiting Windy Bay on the eastern edge of Lyell Island feels a little like going on a pilgrimage. It is near here in 1985 that a group of elders from Haida communities decided to embark of a very public campaign to stop logging activities on the island, home to magnificent 100-year old trees, up to 70-meters tall. This is where the begingings of protected Haida Gwaii were hatched. Watchmen still protect the site and the longhouse-style cabin named "Looking Around and Blinking House", which they built and lived in bunk-style while events unfolded at the time. Watchmen do allow visitors in. It is a fitting prelude to any visit deeper into Lyell Island's forest.