Specialist, Travel Media

Tourism Calgary is the destination management organization that enthusiastically shares and promotes the story of our friendly Blue Sky City to those near and far. We think big – like, Canadian Rocky Mountain big – using our sales and marketing expertise to drive an annual visitor spend of over $3B for the local economy and advocating for our growing tourism sector, which includes 84,000 Calgarians employed in the industry.

From conventions to leisure travel, sports events to music and arts, Tourism Calgary represents the city’s diverse and unexpected experiences, extending our welcoming hospitality to the estimated 8.7 million people who visit Calgary every year. Here, the possibilities are as limitless as our blue skies.

Reporting to the Manager, Travel Media, the Specialist, Travel Media is responsible for supporting the execution of Tourism Calgary’s earned travel media strategy, building destination awareness to drive incremental visitation and spend in Calgary.

An expert at uncovering compelling, newsworthy, and trend-driven destination stories, the successful candidate will identify and develop earned media opportunities with Tourism Calgary partners.

Initially focused on leading the earned media efforts in the meeting and convention space, this role has the potential to evolve to take on more proactive and independent earned media leisure opportunities as the earned media strategy continues to evolve.

• Stay current with top travel trends and outlets and work with partners to develop relevant destination pitches.
• Collaborate with the Meetings & Conventions team to identify target outlets, and craft earned travel media pitches that support growing our conventions and events sectors.

• Manage evaluation and follow‑ups for all in‑bound media requests.
• Optimize processes to manage and evaluate media inquiries.

• Proactively pitch, vet, and host targeted meetings media, developing itineraries to support hosted visits.
• Grow earned media coverage in the meetings industry and other targeted sector outlets.

• Act as the lead host for meetings media FAMs.
• Support leisure media FAM hosting as needed in conjunction with the team.

• Monitor earned media coverage in the meetings sector to evaluate performance and impact using Media Quality Scoring.
• Maintain communication with all hosted media, providing support and follow‑ups as needed.
• Measure earned media effectiveness, identify key insights and make recommendations based on results.
• Work within assigned budget and provide regular updates.
• Work closely with Coordinator, Media Relations to develop an annual strategy and provide support for the Visiting Influencer Program.
• Engage regularly with the Meetings & Conventions team to ensure alignment on pitch angles, target outlets, and FAM opportunities.
• Provide relevant partner and media updates to internal teams such as media coverage and KPIs as needed.

• Minimum of 5 years’ experience in communications, PR or tourism‑related fields.
• Skilled written communicator with experience in media, marketing, or corporate communications (e.g., press releases, media pitches, and published articles).
• Self‑starter who can take initiative and manage tight deadlines and multiple competing priorities.
• Demonstrated organizational skills with an eye for detail.
• Must enjoy engaging with people, building relationships, collaborating, and being a passionate advocate for Calgary.
• Experience with software platforms is an asset (e.g., Airtable, Meltwater, Travefy).
• Knowledge of Calgary and tourism partners preferred.
• Must possess a valid Class 5 driver’s licence with no restrictions.
• Required to work flexible hours as needed (including evenings and weekends) with lieu time provided.

• Think Boldly: We bring curiosity, fresh thinking, and the courage to question assumptions, put ideas forward early, and explore better ways of working with a focus on progress and possibility.
• Care Deeply: We show up with presence, pride, and accountability by listening,…