At Pursuit, we offer more than just a place to visit, we create opportunities for our guests to truly connect with iconic destinations. Our experiences include world-class attractions and distinctive lodges, all designed to highlight the unique beauty of each location. Beyond that, we offer thoughtfully crafted restaurants, retail, and transportation services that help our guests immerse themselves fully in the experience. What ties it all together are the friendly faces you’ll find along the way, the thoughtful amenities, and the delightful details that make every visit feel personal and unforgettable.
The Manager, Destination PR & Storytelling, Canada is responsible for sharing the stories that inspire travel to Pursuit's iconic Canadian destinations, attractions, and hospitality experiences. This role owns the Canadian destination PR portfolio, translating business priorities, new experiences and local stories into compelling media opportunities across key feeder markets in Canada, the United States, and the United Kingdom.
Reporting to the Director, Public Relations & Communications, the Manager, Destination PR & Storytelling, Canada, develops and executes destination-focused storytelling strategies that connect media and creators with the people, places, experiences and communities that make Pursuit's Canadian collection extraordinary. They serve as a strategic communications partner to destination leaders while remaining closely involved in media hosting, writing, pitching, relationship development, and on-site execution.
The ideal candidate is an exceptional storyteller, experienced PR professional and relationship builder who thrives on uncovering compelling stories, creating memorable hosting experiences, and cultivating ongoing relationships with travel, lifestyle and consumer media. They are an outstanding writer who understands how to craft compelling narratives, develop strategic messages, identify newsworthy story angles, and translate business priorities into meaningful earned media opportunities.
This role combines strategic thinking with hands-on execution and requires someone equally comfortable setting destination PR priorities, developing story ideas, pitching media, hosting journalists on a glacier, attending industry events, advising internal partners and collaborating with operational teams to bring a story to life. The successful candidate understands how media works, knows what makes a strong pitch, and can build a sustained PR program that balances proactive storytelling, launches, media hosting and emerging business needs.
They bring sound judgement, a strong understanding of Canadian Press style, meticulous attention to detail and a collaborative, growth-oriented mindset. They share ideas openly, welcome different perspectives, and are willing to challenge established approaches. They are curious about new ways of working, industry trends, and use data and insight to test ideas and adjust strategy as the work evolves. They are energized by travel, passionate about tourism and hospitality, and excited by the opportunity to represent some of Canada's most iconic experiences on the global stage.
Working closely with Marketing, Brand, Sales, Social Media, Operations, Guest Experience teams and destination tourism partners, this role serves as a strategic PR partner and helps position Pursuit as a leading attractions-led hospitality company while showcasing the iconic destinations that define the Canadian collection.
What You'll Do
The Canadian portfolio includes Pursuit’s attractions, hotels, lodges and dining experiences across Banff, Jasper, the Columbia Icefield and Golden.
Destination PR & Storytelling
Own the annual destination PR strategy, priorities, editorial calendar, budget and performance for Pursuit’s Canadian portfolio, leading its execution to increase awareness of Pursuit’s attractions, hotels, lodges and travel experiences.
Identify, develop and advance compelling destination, travel, lifestyle and human-interest stories that generate earned media opportunities and support business priorities.
Develop creative PR campaigns, story angles, media activations and creator collaborations that drive awareness, engagement and earned coverage.
Maintain a year-round pipeline of proactive story opportunities, seasonal narratives and media campaigns across Pursuit's Canadian destinations.
Collaborate with Marketing, Brand, Commercial, Operations and Guest Experience teams to uncover unique stories and bring them to market.
Manage assigned destination PR budgets, agencies, contractors and partner contributions, ensuring clear deliverables, responsible spending and measurable outcomes.
Media Relations & Relationship Management
Build and maintain strong relationships with travel, lifestyle, outdoor, luxury, business and consumer media, as well as relevant creators and influencers.
Develop targeted media outreach plans and proactively pitch stories across key Canadian, U.S. and U.K. markets.
Represent Pursuit at industry events, media functions, conferences and marketplace activations.
Launches & Integrated Communications Planning
Lead destination communications planning for new experiences, openings, renovations, seasonal launches and significant business announcements.
Establish communications milestones, approvals, asset requirements, spokesperson needs and media timing and measurement plans.
Assess whether products and operations are ready for external storytelling and identify gaps that could affect media coverage or reputation.
Coordinate with Brand, Marketing, Social, Paid Media, Creative, Operations and Guest Experience to bring stories to market through an integrated plan.
Media Hosting & Destination Experiences
Plan, coordinate and host individual and group media familiarization trips, creator visits and broadcast productions across Pursuit's Canadian destinations.
Design memorable itineraries and hosting experiences that bring destination stories to life while supporting agreed communications and business objectives.
Serve as the primary point of contact for hosted journalists, creators and media partners.
Coordinate logistics, stakeholder engagement and on-site execution to ensure exceptional guest experiences and strong storytelling outcomes.
Communications Strategy & Reputation
Serve as a strategic PR advisor to destination leaders, providing clear recommendations and identifying communications opportunities, risks and reputational considerations. Write and edit compelling communications materials including press releases, media pitches, media alerts, key messages and backgrounders.
Contribute to shared team standards, templates, training and continuous improvement across the global PR and communications function.
Translate complex business information into clear, compelling and media-friendly content.
Ensure all communications reflect Pursuit's brand voice, strategic priorities and destination positioning.
Monitor destination trends, regional events, and emerging themes, translating insights into timely story opportunities.
Provide direction and feedback to contractors and agency partners, maintaining accountability for quality, deadlines and results.
Creator & Influencer Partnerships
Support the development and execution of creator and influencer strategies aligned with destination and business priorities.
Identify and cultivate relationships with creators whose audiences align with Pursuit's target markets.
Lead destination planning, hosting and on-site execution for creator visits and partnership activations. Collaborate with Local Local Marketing, Social Media and Growth Marketing teams to ensure alignment between earned, owned, paid and creator storytelling efforts.
Partnership Development
Build strong relationships with destination marketing organizations, tourism partners, travel trade organizations and community stakeholders that strengthen Pursuit’s local reputation.
Identify and develop mutually beneficial collaborative storytelling opportunities that elevate Pursuit destinations, strengthen regional tourism narratives and expand destination visibility.
Represent Pursuit in tourism and destination marketing initiatives where appropriate.
Measurement & Reporting
Monitor and report on earned media performance, hosting activity and campaign outcomes against agreed objectives, including coverage quality, message pull-through and priority-market penetration.
Track media relationships, coverage results and destination storytelling initiatives.
Translate results into insights and recommendations to strengthen future strategies and campaigns.
Maintain accurate media databases, contact records, hosting information, reporting systems and communications tools.
Experience You'll Need To Be Considered
5+ years of experience in public relations, media relations, communications, journalism, destination marketing or a related field.
Experience in tourism, hospitality, travel, destination marketing, attractions or consumer-facing brands preferred.
Exceptional writing, editing and proofreading skills, with experience developing media pitches, press releases and strategic communications materials.
Strong understanding of Canadian Press (CP) style and media writing best practices.
Demonstrated success identifying stories, developing pitches and generating earned media opportunities.
Experience leading and executing public relations and communications strategies for a destination, lifestyle or consumer-facing brand.
Experience developing creative PR concepts, campaigns or story-driven media programs.
Demonstrated success building and maintaining relationships with journalists, creators and industry partners and senior internal stakeholders.
Experience hosting media, creators, events or stakeholder groups is preferred.
Experience managing budgets, agencies, contractors or complex cross-functional projects is preferred.
University degree in Communications, Public Relations, Journalism, Marketing or a related discipline, or equivalent professional experience.
Skills & Abilities
Outstanding storyteller with exceptional written and verbal communication skills.
Strong understanding of the Canadian and international travel media landscape.
Ability to craft compelling pitches and tailor story angles to different audiences and media outlets.
Creative thinker who enjoys developing innovative earned media opportunities and storytelling concepts.
Outgoing, personable and confident in building relationships with journalists, creators and tourism partners.
Highly organized with meticulous attention to detail.
Strong project management and organizational skills, with the ability to manage multiple priorities and deadlines in a fast-paced environment.
Confident presenter and host who thrives in public-facing environments.
Strong hospitality mindset with a passion for creating memorable experiences.
Curious, growth-minded and energized by continuous learning and improvement.
Comfortable working independently while collaborating across a geographically diverse and matrixed organization.
Sound judgment and the ability to make clear recommendations, manage expectations and know when to escalate an issue.
Comfortable using project-management and reporting platforms and adopting emerging communications technology responsibly.
This Role
This role is based in Calgary with a hybrid 3 in office 2 remote work arrangement. Regular travel throughout the Canadian Rockies and Pursuit's Canadian destinations is required. Periodic travel within Canada, the United States and internationally is required, including occasional evening and weekend work to support media hosting, events and emerging issues. A valid driver's license and passport are required.
This list describes at a high level what this role does, but no job description can anticipate every task, issue or project that may arise. Pursuit reserves the right to adjust, add or modify responsibilities as required to support business needs.
About Us:
We're more than a hospitality and attractions company. We connect people to iconic places through unforgettable and inspiring experiences; Our team members included.
Thoughtfully united by their unique power to inspire and invigorate, our collection of hotels and lodges, recreational attractions, ground transportation services, retail, food and beverage, sightseeing, tours, and travel products are tied together by iconic, destination-worthy locations in Alaska, Montana, the Canadian Rockies, Reykjavík and Costa Rica.
Pursuit is a publicly traded company listed on the New York Stock Exchange under the symbol PRSU. As a member of the S&P SmallCap 600 index, we specialize in attractions-led hospitality, consistently generating revenue and delivering value to our shareholders.
What will your work environment be like?
At Pursuit, our locations are more than just a place to work – it’s a space where you can bring your whole self, collaborate with talented teams across departments, and build lasting friendships. We believe in fostering an environment where work and play coexist, so whether you’re tackling projects or enjoying our many perks, you’ll feel supported and valued. With a variety of great benefits, we’re committed to ensuring that your time with us is as fulfilling as it is fun.
Our team shares a passion for adventure and an authentic desire to play host to the world. We are united by our connection to the people and places we’re lucky to call home. Our workforce is diverse. Our team members come here to embrace the extraordinary. To watch the sunrise and set each day in a place that, for many people, exists only in their imagination. To build career experience beside seasoned professionals a community of people who say ‘yes’ to adventure time and time again. To be a part of the #PursuitLife and live each day with purpose, turning moments into memories
PURSUIT PERKS
Join an inclusive, global team and make life-long connections
Enjoy free access to Pursuit attractions and 50% off for friends
Get discounts on hotel stays, dining, and retail
Access subsidized mental health and wellness resources
Equal Employment Opportunities Information
Pursuit is an Equal Opportunity Employer committed to diversity in the workplace. We evaluate qualified applicants without regard to race, color, age, religion, gender, sexual orientation, disability, veteran status, and other protected characteristics. Pursuit places a high value on diverse backgrounds and experiences, recognizing that they serve as catalysts for creativity and innovation. We encourage individuals who are eligible to work in the country where the role is located to apply and join our inclusive team! We are working to eliminate barriers for applicants and team members from equity-deserving groups. If you can’t apply online or need accommodation during the application or hiring process, please contact our Talent & Acquisition Team at ta@pursuitcollection.com.
We thank all candidates for their interest; however, please note that only applicants selected for further consideration will be contacted directly.
