Tartan was founded in 2001 by Deirdre Campbell and is now a global, integrated marketing and communications firm. We specialize in promoting sustainable businesses and tourism destinations, providing direct social and environmental benefits to communities around the world through positive tourism development.

Based in Victoria, Canada with team members in Vancouver, Seattle, New York, and Miami, Tartan’s goal is to constantly educate consumers about the value of tourism as a significant and positive economic driver. Tartan helps tourism businesses, entrepreneurs, and destinations market and promote their sustainable tourism experiences and best practices to global business partners and consumer markets.

No stranger to the tourism industry, Tartan has worked in more than 40 countries around the world including Canada, USA, Costa Rica, Nicaragua, Korea, Jordan, Belize, Spain, Chile, Australia, and Ecuador. Tartan has long-standing relationships as board members and volunteers with organizations like the Adventure Travel Trade Association, Global Sustainable Tourism Council, Travelers Against Plastic, Tourism Victoria, Sustainable Travel International, the United Nations Environment Programme, International Women’s Forum, and public broadcasting’s PBSKCTS 9.



Deirdre Campbell (President, Founder)

The founder of The Tartan Group, Deirdre has been a communications professional in Canada for more than 20 years, expanding her boutique communications strategy firm into global markets since the launch in 2001. A respected communications strategist, Deirdre’s nickname alternates between the ‘connector’ to ‘the fixer’.

In building her Victoria, BC-based company, which now has offices and affiliations in Vancouver, New York and Portland, her defining mission for Tartan is for it to become invaluable to the global tourism industry and to the clients it serves. Tartan has an enviable client retention record, thanks to this commitment to high ROI and mantra to give the clients what they need beyond what they want. Deirdre believes trust in brand, authentic and compelling stories and personal connections drive the share of heart so important to building travel consumer loyalty and market share.



Avril Matthews (Vice President) 

Avril joins us after a long, distinguished career at one of Victoria’s top hotels, Inn at Laurel Point.  It was there she became both a revenue management guru and a digital marketing advocate.  Her over 30 years in the hospitality and tourism industry has taught her the power of relationships and while great ideas are wonderful it is the implantation of those ideas which really counts. 

In her new role, Avril will be engaging with all of Tartan’s clients while leading the team to new creative heights.  An avid world traveller, she will be adding to her air miles with Tartan’s Central American clients, our newest addition the Jordan Tourism Board, North America and of course helping tell Destination Canada’s powerful stories to the US market.   She is excited to also learn more about Tartan’s many legacy clients while assisting to launch new experiences like V2V Vacations and the Victoria International Marina.   Avril may be reached at avril@tartangroup.ca starting May 1.



Kate Rogers (Executive Director, Travel & Tourism)

Kate has been a communications specialist and PR practitioner for 21 years, specializing in leisure, hospitality and meetings media relations. For Tartan, Kate works to liaise with clients and media on a strategic level, developing and implementing wide reaching and multi-platform initiatives that drive earned media. She led the media relations department for the Province of Alberta, worked closely with fellow provincial media relations teams and Destination Canada, sat on Destination Canada’s US/Canada Media Relations Committee and oversaw PR Agencies in Canada, USA, Germany and the UK.



Brian Cant (Senior Manager, Client & Media Relations) 

Brian is a highly committed travel and tourism public relations specialist with more than a decade of experience. With Tartan, Brian builds communications strategies, plans, and priorities for clients, and manages, develops, and shares their stories with media. Brian’s passion is sharing his love of travel and the opportunities that travel creates to educate and build understanding. Joining Tartan in 2011, Brian works with clients to develop and deliver their stories to the right media outlets for maximum exposure.




Sue Bosdet (Director, Travel Trade)

Sue is a tourism marketing and sales professional with more than 25 years of experience in all aspects of resort, destination and experiential Tourism sales and marketing. Sue’s forte is preopening and industry start-ups, creating sales and marketing programs, and establishing long term consumer, trade and media relationships within the global luxury marketplace.

Sue most recently worked with Tartan Group’s destination client, Quito, Ecuador to bring awareness of this exciting South American destination to the North American Travel Trade. Sue was Director, Marketing and Sales for Clayoquot Wilderness Resort on Vancouver Island from its inception in May 1998 through 2014 where she brought the resort from being a small and virtually unknown wilderness lodge to its current reputation as a global trendsetter and world leader in luxury wilderness tourism experiences. After over two decades of collaboration and growth within the travel trade industry in Canada, Sue has a large global database of agencies and influencers.



Michelle Cheimak (Communications Coordinator)

After nearly a decade of post-secondary study, Michelle joins the Tartan team with her comprehensive and creative skill set, perseverant nature, and background in sales and marketing will bring continued success and growth to the company.

As a highly perceptive, visually-driven person who likes to imagine how things can look better or function more efficiently, Michelle dedicates herself to doing great aesthetic work. She thinks that anything we create can always be improved upon, and enjoys interacting with other people because she believes that everyone we meet knows something we don’t.

Sports, music, art/design, and travel have been a part of her life since she was little, making her passionate about the arts and cross-cultural communication. Traveling and experiencing new places and diverse cultures is a dream that keeps her motivated. For Michelle, life is really about connecting with others, exploring the world, and creating beautiful things.