Travel Drumheller re­de­fines goals

The Drumheller Mail - - FRONT PAGE - Patrick Ko­lafa The Drumheller Mail

Travel Drumheller has come out of a year of strate­giz­ing and plan­ning, ready for the up­com­ing tourism sea­son.

Travel Drumheller held its an­nual gen­eral meet­ing at the Bad­lands Com­mu­nity Fa­cil­ity, on Thursday, October 6. Board mem­ber for Travel Drumheller, Car­rie Ann Lunde, laid out the fu­ture vi­sion of the des­ti­na­tion mar­ket­ing or­ga­ni­za­tion.

“This year it was time to look crit­i­cally at who we were and what our pur­pose was. This in­cluded mak­ing the de­ci­sion to put an ad­ver­tis­ing cam­paign on hold un­til we had a strate­gic di­rec­tion and vis­ual iden­tity in or­der to make the best use of dol­lars for ef­fec­tive mar­ket­ing,” said Lunde.

Part of the changes this year in­cluded de­vel­op­ing a strate­gic plan with a new vi­sion, em­ploy­ing a mar­ket­ing agency to take the vi­sion and de­velop a brand strat­egy, and de­velop a cam­paign for this com­ing year.

This in­cludes de­vel­op­ing its so­cial me­dia strat­egy, up­dat­ing its web­site and pub­lish­ing its travel guide.

To build this vi­sion, Lunde ex­plained the board sat down with Al­berta Tourism and Cul­ture and Tourism to dis­cuss the pur­pose and vi­sion of the group and de­velop spe­cific goals.

“For mar­ket­ing, this meant de­vel­op­ing a brand strat­egy aware­ness cam­paign, de­velop and ex­e­cute a mar­ket­ing plan and in­crease tourist en­gage­ment,” she said.

From this, they de­vel­oped the vi­sion state­ment, “Drumheller is a sought-af­ter tourism des­ti­na­tion in Al­berta,” and its mis­sion is to “Pro­mote Drumheller as a premier year-round des­ti­na­tion through qual­ity mar­ket­ing and stake­holder en­gage­ment.”

Board chair Dan Sul­li­van said the ini­tial years of Travel Drumheller have been chal­leng­ing.

“I want to rec­og­nize a very com­mit­ted board of direc­tors, many who have been part of this project right from the be­gin­ning, who faced any chal­lenge that was thrown at us head

on, and sys­tem­at­i­cally worked through ev­ery­thing that was thrown in their di­rec­tion,” he said. “This group has never re­ally lost sight of the vi­sion we all have for mak­ing Drumheller an iconic tourism des­ti­na­tion in Al­berta, fur­ther than that, in Canada. Drumheller is not just on the radar in Al­berta, it’s re­ally on the Cana­dian radar with two high qual­ity his­toric sites in the ar­eas and the unique na­ture of who we are.”

He said the strug­gles of Travel Drumheller gave them the op­por­tu­nity to take con­trol of its des­tiny.

“What we are ac­com­plish­ing is go­ing to show a great div­i­dend down the road,” he said.

There were three board direc­tors elected at the meet­ing. Cindie Hughes of Qual­ity Ho­tel re­turned to the board and Barb Steeves of the East Coulee School Mu­seum and Jay Rus­sell of the At­las Coal Mine are new direc­tors.

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