Heather Mcgillivray Email & Phone Number

Canada

Vancouver, Canada Area

- Represent and provide support to the 20+ community destination marketing organizations in one of six tourism regions of British Columbia- Promote the experiences of the Vancouver, Coast & Mountains region to travel media and travel trade in North America (and eight international markets)- Develop and pitch story ideas and new product, facilitate press trips and familiarization tours, attend media events and trade shows, writing and editing, media relations, industry relations,… Show more - Represent and provide support to the 20+ community destination marketing organizations in one of six tourism regions of British Columbia- Promote the experiences of the Vancouver, Coast & Mountains region to travel media and travel trade in North America (and eight international markets)- Develop and pitch story ideas and new product, facilitate press trips and familiarization tours, attend media events and trade shows, writing and editing, media relations, industry relations, stakeholder education- Resulting editorial coverage and new tours contribute to the destination awareness and visitor economy of the region's communities Show less

Vancouver, Canada Area

- The in-market partner in Canada for Canuckiwi Consulting Ltd; a destination management, marketing and public relations agency headquartered in Auckland, New Zealand- Provide travel media relations, event management and FAM support for Canuckiwi's U.S. clients, including Travel Oregon, Utah Office of Tourism & Visit Seattle

Vancouver Island, British Columbia

- Developed the communications plan for the Vancouver Island Coastal Tourism Resiliency Program as well as the BC Tourism Resiliency Network when the program went province-wide across British Columbia- Assisting the program team with media relations, press releases, webinars, information bulletins, social media, amplification toolkits, media tracking and reporting, and other communications advice, support and materials as needed- The BC Tourism Resiliency Network was recognized… Show more - Developed the communications plan for the Vancouver Island Coastal Tourism Resiliency Program as well as the BC Tourism Resiliency Network when the program went province-wide across British Columbia- Assisting the program team with media relations, press releases, webinars, information bulletins, social media, amplification toolkits, media tracking and reporting, and other communications advice, support and materials as needed- The BC Tourism Resiliency Network was recognized with a 2022 BC Tourism & Hospitality Award in the category of Community Contribution & Impact Show less

Malahat, British Columbia, Canada

- Supported the opening team with the PR for this new attraction opened July 15, 2021 -- Vancouver Island's ultimate natural high: media relations, press releases, monthly newsletter, blog posts, press kit, key messages, story starters, amplification toolkit- Generated media coverage of opening in national, regional and local outlets, including all three major TV networks in BC (Global, CTV, CBC)

Victoria, British Columbia, Canada

- Supporting Destination Canada with special projects as needed, including the Duke & Duchess of Cambridge Royal Tour of Canada (2016), Rendez-vous Canada, GoMedia Canada, Explore Canada Awards of Excellence, and more

Vancouver, Canada Area

- On demand support on select client accounts, such as PromPeru and Baja California Sur- Conducted outreach to Vancouver-based travel trade professionals (travel agents and tour operators) on behalf of PromPeru - the destination marketing agency for Peru - Through meetings and training presentations, increased product awareness of Peru, introduced PromPeru’s sales tools (PeruAgent.com, tour operator landing page, travel trade e-newsletter, travel agent incentive), and provided a… Show more - On demand support on select client accounts, such as PromPeru and Baja California Sur- Conducted outreach to Vancouver-based travel trade professionals (travel agents and tour operators) on behalf of PromPeru - the destination marketing agency for Peru - Through meetings and training presentations, increased product awareness of Peru, introduced PromPeru’s sales tools (PeruAgent.com, tour operator landing page, travel trade e-newsletter, travel agent incentive), and provided a local contact for Peru in Western Canada- Event planning and management of Baja California Sur's trade outreach in Vancouver, B.C. Show less

Vancouver, Canada Area

- On demand services, including: communications planning, media relations, writing & editing, event management, research and social media- Clients and projects have included: AnnaLena, Black Sage Vineyard, Brix & Mortar, Four Seasons Hotel Vancouver and YEW seafood + bar, Four Seasons Resort Whistler and SIDECUT Restaurant, Jackson-Triggs Winery, Nk’Mip Cellars, Ravenswood Winery, Road 13 Vineyards, See Ya Later Ranch, Steller’s Jay, Sumac Ridge Estate Winery, Tractor Everyday Healthy… Show more - On demand services, including: communications planning, media relations, writing & editing, event management, research and social media- Clients and projects have included: AnnaLena, Black Sage Vineyard, Brix & Mortar, Four Seasons Hotel Vancouver and YEW seafood + bar, Four Seasons Resort Whistler and SIDECUT Restaurant, Jackson-Triggs Winery, Nk’Mip Cellars, Ravenswood Winery, Road 13 Vineyards, See Ya Later Ranch, Steller’s Jay, Sumac Ridge Estate Winery, Tractor Everyday Healthy Foods, Woodbridge Winery Show less

Vancouver, Canada Area

- Project management of a Branded Platform Strategy to partner with industry and conduct niche marketing for high-yield tourism sectors- Conducted industry consultation and research while building relationships with provincial marketing organizations, strategic partners and tourism businesses- Executed a Content Marketing Strategy for Ski Canada, managing all aspects of the project team, planning, development, publishing, editing and digital activations- Pilot project… Show more - Project management of a Branded Platform Strategy to partner with industry and conduct niche marketing for high-yield tourism sectors- Conducted industry consultation and research while building relationships with provincial marketing organizations, strategic partners and tourism businesses- Executed a Content Marketing Strategy for Ski Canada, managing all aspects of the project team, planning, development, publishing, editing and digital activations- Pilot project for the Branded Platform Strategy was elevated to a pilot for how Canada will evolve its marketing strategy globally; using big data and content marketing to engage with and convert the global customer- Facilitated industry partnership to support Luxury Travel and Travel Trade sales and promotion for Canada in the U.S. market- Served as program liaison with creative agencies, contractors and suppliers Show less

Victoria, British Columbia, Canada

- Promoted from department manager to Director of Sales increasing responsibility from one department to three (Travel Media Relations, Travel Trade and Meetings & Incentive Travel). Galvanized three departments working in silos into one unified sales team through communication, teambuilding and creative leadership- Member of the senior management team contributing to the organization’s leadership, brand management, strategic planning and budget while liaising with industry partners to… Show more - Promoted from department manager to Director of Sales increasing responsibility from one department to three (Travel Media Relations, Travel Trade and Meetings & Incentive Travel). Galvanized three departments working in silos into one unified sales team through communication, teambuilding and creative leadership- Member of the senior management team contributing to the organization’s leadership, brand management, strategic planning and budget while liaising with industry partners to create beneficial partnerships- Supported a team of nine staff across three departments overseeing destination sales across ten countries setting targets, tactics and metrics, while monitoring performance and evaluating results to consistently achieve incremental business- Assisted with the development, execution and evaluation of award-winning, integrated marketing campaigns which included direct to consumer, online and B2B programs- Leveraged the start of the 2010 Vancouver Olympic Winter Games torch relay in Victoria to host travel journalists, travel agents, tour operators and meeting planners from nine countries to the destination resulting in editorial coverage with a viewership of 214 million as well as three meeting leads which resulted in confirmed business- Developed and implemented a new destination research and reporting program providing more complete tourism data and trends for use by the organization and 800 business members to guide sales and marketing strategies and measure effectiveness Show less

Victoria, British Columbia, Canada

- Increased the quality and quantity of Tourism Victoria’s media visits by 178 per cent and editorial coverage by 78 per cent over my seven years as part of the Travel Media Relations team- Leading up to the 2010 Vancouver Olympic & Paralympic Winter Games partnered on nine press trips and five events to host 140 media from ten countries to Victoria; achieving editorial coverage with a viewership of 176 million from October 2009-March 2010 including NBC’s Today Show - Developed… Show more - Increased the quality and quantity of Tourism Victoria’s media visits by 178 per cent and editorial coverage by 78 per cent over my seven years as part of the Travel Media Relations team- Leading up to the 2010 Vancouver Olympic & Paralympic Winter Games partnered on nine press trips and five events to host 140 media from ten countries to Victoria; achieving editorial coverage with a viewership of 176 million from October 2009-March 2010 including NBC’s Today Show - Developed and executed the strategic media relations plan for the U.S. market; ensuring integration with the organization’s sales and marketing activities- Travelled across North America to conduct targeted media calls and attend industry events to build new and existing relationships with clients and partners, genenerating positive editorial coverage with print, broadcast and online media Show less

Victoria, British Columbia, Canada

- Quickly promoted from Coordinator to Specialist to reflect my depth of expertise on destination products and understanding of media needs- As a result, responsibility for independently building relationships with media and servicing their needs increased- Designed, wrote and produced a new newsletter for clients which became a show piece of the organization. Also created newsletters for the Travel Trade and Meetings & Incentive Travel departments- Press releases and… Show more - Quickly promoted from Coordinator to Specialist to reflect my depth of expertise on destination products and understanding of media needs- As a result, responsibility for independently building relationships with media and servicing their needs increased- Designed, wrote and produced a new newsletter for clients which became a show piece of the organization. Also created newsletters for the Travel Trade and Meetings & Incentive Travel departments- Press releases and newsletter content continually published verbatim in major North American print publications Show less

Victoria, British Columbia, Canada

- Initially contracted to produce all written content for a new Tourism Victoria website. Following project completion, hired on as staff to provide assistance to the Travel Media Relations Manager while coordinating media visits to the destination and fulfilling information and image requests- Demonstrated excellent time management skills and attention to detail while maintaining a client database, catalogue of editorial coverage achieved, promotional material and image bank

Victoria, British Columbia, Canada

- Executed all aspects of public relations including research, communication planning, media relations, community relations, event management, issues management, writing and database management to achieve successful campaigns for local, provincial and national clients- Participated in the creative development of integrated marketing campaigns for agency clients, including managing a variety of advertising and print production as well as media buying- Extensive project management… Show more - Executed all aspects of public relations including research, communication planning, media relations, community relations, event management, issues management, writing and database management to achieve successful campaigns for local, provincial and national clients- Participated in the creative development of integrated marketing campaigns for agency clients, including managing a variety of advertising and print production as well as media buying- Extensive project management working with creative agencies, contractors and suppliers Show less

Victoria, British Columbia, Canada

- Worked on contract until the company merged with WKL Communications Ltd. quickly becoming an integral part of the creative team which resulted in work with WKL Communications Ltd. even though the new company was not required to transfer my position - Completed the prepress work on advertisements and sales materials while successfully meeting daily deadlines

Dryden, Ontario, Canada

- Designed and produced visual identities, business stationery, brochures, publications, catalogues, backdrops for trade show booths and websites, primarily for members of the Patricia Regional Tourist Council – the largest client of Bilsbarrow & Associates- Liaised with Patricia Regional Tourist Council members and responded to requests from the public for tourism information and materials on Northwestern Ontario - Was offered a partnership in the company

Diploma, Public Relations

Bachelor, Fine Arts (Honours)

Included a major in graphic design and an internship in visual merchandising at Eaton’s department store; once Canada's largest retailer