
Walking tours right into this old growth forest on Vancouver Island captured travel writer’s attention.
A driving tour of Vancouver Island so impressed travel writer and editor Janeen Christoff that she’s ranked her visit right up there with a safari in South Africa, a visit to Tuscany and a stay in a Turkish hotel built in a cave.
| Christoff (pictured right) writes for TravelAge West, whose 27,000 subscribers are travel agents seeking new ideas for their hundreds of thousands of clients.
The print version reaches B.C., Alberta and 14 western U.S. states, which is B.C.’s largest international tourism market. The online magazine receives about 100,000 views a month.
Christoff has now published five stories (see list below) about her island road trip and is writing two more. |
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“The whole thing was a highlight,” Christoff says of her visit to the Island. “And we love Vancouver and Whistler. I’m coming back!”
Service ‘above and beyond’
Besides the many travel attractions, Christoff credits the success of her trip to a broad spectrum of B.C. tourism professionals. They enticed her to explore and made her trip memorable with service she calls “above and beyond” – but is actually pretty much standard procedure, according to the folks involved.
After Christoff arrived at Vancouver’s Fairmont Pacific Rim by taxi from YVR, she realized her work camera was missing. Hotel bell captain Travis Lee immediately Googled Greater Vancouver’s taxi listings (42 in all), and with the help of concierge David Lall, pinpointed the 10 or so that serve the airport. Together, they left messages at every lost and found department. They also checked with the airport.
Even after Christoff checked out, Lee kept her up to date. Sadly, the travel writer’s camera was never found, but Travis Lee’s efforts made a huge impression on Christoff, so much so she wrote about it in one of her stories.
It was all part of a day’s work for Lee, though. “I don’t think I went above anything I would normally do,” he says.
Capitalizing on conferences
Christoff initially came to B.C. for Cruise 3Sixty, a cruise industry travel agency conference. Tourism BC, Tourism Vancouver, Port Metro Vancouver and Vancouver International Airport, lobbied together to bring the conference to B.C. from Florida.
Several weeks before Cruise 3Sixty, Tourism BC’s travel media relations manager, Mika Ryan, connected with Christoff at the annual Canadian Media Marketing conference in San Francisco, where select American journalists are invited to learn about Canadian destinations.
“It’s almost like speed dating,” says Ryan, who had a strategic plan for meeting her targeted travel writers.
When Ryan found out Christoff was coming to Vancouver for Cruise 3Sixty, she pitched the idea of adding some side trips. Christoff, who was bringing her husband and their two young daughters, liked the idea.
Building the itinerary
Over to Cindy Burr, a travel media relations specialist at Tourism BC, who helped Christoff develop an itinerary. A slew of organizations including Tourism Vancouver Island, Tourism Victoria, Tourism Vancouver, Tourism Whistler, BC Ferries, several hotels and transportation companies chipped in to produce a detailed itinerary, honed to perfection. At the end of the day, the document weighed in at 28 packed pages.
“It was amazing,” Christoff says. “There were millions of suggestions. We didn’t have to look at a guide book or anything else.”
The results of Christoff’s trip?
These five stories:
- Fave Five Travel Excursions of 2010
- Beachcombing Along Canada’s Shores from Tofino
- Pride of the Pacific Rim – The Fairmont Pacific Rim wows visitors with stellar service and state-of-the-art rooms
- Victoria, B.C., for the Family
- Princess Tea at the Empress
Christoff is writing two more pieces – one focused on the Fairmont Chateau Whistler and one highlighting the Sea to Sky Climb, formerly known as Whistler Mountaineer.
The payoff?
Media coverage like Christoff’s – especially in trade magazines – is a huge boon to B.C.’s tourism industry, helping the sector recover from the worldwide economic downturn.
In fact, the most recent figures from Stats Canada show the number of international overnight visitors to B.C. climbed for the eighth straight month compared to 2009, when the tourism sector was worth $12.7 billion in revenue to B.C. It employed nearly 129,000 British Columbians across the province that year.
Meanwhile, Tourism BC is hoping for even more stories when Christoff returns to Vancouver for a Disney cruise with her eldest daughter. Cindy Burr from Tourism BC has suggested Christoff also visit the Okanagan for a few days – to see another side of Super, Natural British Columbia.
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Did You Know?
British Columbia’s targeted marketing campaigns are paying off:
- Total international overnight arrivals to B.C. rose 4.6 per cent in January of this year, compared with January 2010, while Canada reported growth of 2.4 per cent.
- Two of every seven international overnight visitors to Canada entered the country in British Columbia.
- Overnight customs entries from the U.S. rose 3.2 per cent in January, compared with January 2010.
- Overnight visitor arrivals from Asia-Pacific countries rose 11 per cent in January, compared with January 2010.
- Arrivals from China rose 22.8 per cent in January, compared with January 2010.
- Visitors from Australia were up 22.6 per cent, compared with January 2010.
Note: Due to the seasonal nature of the tourism industry, year-over-year comparisons are used instead of month-over-month comparisons.
Source: Statistics Canada.