Manic Monday | You Can't Outspend the News!

In conversation last week someone made the comment "you can't outspend the news!" and as we continue to deal with the fallout around the region as a result of ongoing wildfire messaging these words must be top of mind.

I am sure we can all agree that 2017 has been an interesting year, certainly not without its challenges. First, with floods, and now... with fires, there has been more the ample negative news for the media to capitalize on. Many of our stakeholders are still not in their homes or businesses or have just returned home and are trying to return to a version of normal and our thoughts and concerns continue to be with all of them.

Stakeholders hundreds of kilometres from wildfire areas in various directions have also been feeling the effects. We're hearing similar stories throughout the region with visitor cancellations and loss of business occurring due to air quality concerns, road closures, and a perceived threat to the public. The impact of the media coverage has been crippling, with an inaccurate representation of current conditions and hyperbolic messaging dissuading potential travellers from visiting BC.

We are working actively with various partners to try and clarify the messaging, our consumer marketing efforts are in full swing, and we will be assisting Destination BC in their request for additional post-fire marketing.

Currently, our partner, Mobilize, who have approximately 150 young adults working in our Region and Alberta, are instituting a social media campaign to elevate the current situation on the ground, posting photos and videos from around the region and posting to their social channels.

In an effort communicate our "open for business" messaging we ask all effected stakeholders to engage their visitors in uploading User Generated Content daily posting photos and videos under the #explorebc #stateofplay #communityname or business name.

We may never be able to outspend the News but with a focused effort and using the power of digital we collectively can get our message into the market.

We can't outspend the News...but we can get our message heard!

Glenn Mandziuk, TOTA President & CEO