April / May 2017

United Kingdom Media Relations Program
The United Kingdom program includes media relations activities to generate valuable third party coverage of the region in key travel and lifestyle publications throughout the year. The media relations strategy in the UK includes press releases, media outreach, networking events and press trips. In 2016, the in market PR firm, The Brighter Group confirmed 11 press trips for Atlantic Canada from outlets such as the The Mail on Sunday, Lonely Planet, Daily Telegraph, BBC Good Food and more. The Brighter Group is working to secure strong 2017 coverage with the following recent in-market events.

UK Media Event - Craig Sulis, PEI

Craig Sulis, Atlantic Canada Representative

UK Media Event - Lisa Gagnon-Norris, NB

Lisa Gagnon-Norris, Atlantic Canada Representative

The annual UK media event took place on February 8th at Restaurant Ours in London. The event provided an opportunity for provincial tourism representatives to mingle with UK media, present 2017 story ideas for general coverage, and generate interest in press trips for the upcoming year. The Brighter Group secured 44 journalists from a range of publications including nationals, consumer magazines, key trade titles, websites and blogs. Atlantic Canada representatives included Lisa Gagnon-Norris, New Brunswick; Lee George, Nova Scotia; Craig Sulis, Prince Edward Island; and Kelley Keefe, ACAT. Brighter Group representatives were also present.

The format of the evening was a networking reception, including informal presentations delivered by provincial representatives on top stories for 2017. Celebrity UK chef Tom Sellers delivered a presentation on how to prepare lobster in the Atlantic Canada style, which was well-received. Media guests showed interest in the presented storylines, and several expressed interest in press trips and features for the year ahead.

Destination Canada’s British Annual Canada Travel Awards (BACTAs) luncheon took place on February 23rd at Canada House in London. Lisa Gagnon-Norris, New Brunswick; Lyndsey Thomas, Newfoundland and Labrador; and Lee George, Nova Scotia attended on behalf of Atlantic Canada. 120 key UK media, influencers, and travel trade buyers attended the highly acclaimed annual networking and awards ceremony.

Brighter Group’s Sophie Kelk attended Destination Canada’s Meet the Media (social influencer) networking event on February 23rd at Canada House, along with Lisa Gagnon-Norris, New Brunswick and Lee George, Nova Scotia. The event opened with a networking reception with each Canada partner having a booth with social activities. The Atlantic Canada booth featured two trivia games plus a fun and engaging selfie station themed Sail Away to Atlantic Canada, decorated with a seaside backdrop, nautical hats and other photo props. Approximately 60 social influencers attended the event.

Sophie Kelk, Brighter Group networking with media at Destination Canada's Meet the Media Event.

Sophie Kelk, Brighter Group networking with media at Destination Canada’s Meet the Media Event.

On behalf of Atlantic Canada, Sophie Kelk also attended the TravMedia International Media Marketplace in London on March 13th. During the one-day event, Ms. Kelk held productive meetings with 18 top UK media during a key time for finalizing press trips and coverage for the year ahead.