Long Beach Lodge Case Study

The Situation:

Tartan’s role was to raise the status of Long Beach Lodge Resort as key to the area’s vibrant culinary scene by profiling the work of Executive Chef Ian Riddick and his restaurant and kitchen team. In 2016, we also had the opportunity to show Chef Riddick’s leadership in sustainability with his support of the SurfRider’s “Straws Suck” campaign that encouraged all businesses in the resort town to quit using straws in their dining facilities and restaurants. More than 40 businesses participated, including all the major hotel properties, which were led by Chef Riddick of Long Beach Lodge Resort.

The Insight:

Tofino, BC is a globally-recognized destination that, with a full-time population of only 1,900 residents, features some of the best cuisine and restaurants in Canada. Tofino’s reputation for the best surfing in Canada is now matched by its commitment to quality cuisine and superior customer service. Long Beach Lodge Resort is famous for its iconic Great Room with spectacular ocean views and cozy fireside dining. Situated along Cox Bay, the Lodge provides one of the best surfing experiences in the area.

The Solution:

Upon the arrival of new Executive Chef Ian Riddick in 2013, Tartan worked hand-in-hand with the management and marketing team and Chef Riddick to develop a strategic communications plan comprised of stakeholder and community engagement, digital engagement, and media relations including a visiting media program and series of milestone and announcement media pitches and media releases. Target areas included the short-haul markets of Vancouver and Seattle, medium-haul markets of Calgary, Edmonton, and Portland, and long-haul markets of Toronto, Ontario, and northern California. Lodge Beach Lodge Resort tied its efforts closely with those of Tourism Tofino and its activation of annual festivals such as Feast Tofino, the Tofino Food & Wine Festival, and Oyster Fest. In addition, Tartan worked to profile Chef Riddick’s passion for foraging in the rainforests that surround the small West Coast town.

Upon hearing about the ‘straw-less’ campaign, Tartan strategically targeted the Canadian Press so that the story would be distributed across the country. The Straws Suck story landed in major newsrooms across Canada and throughout the Pacific Northwest, including Global BC, the Globe & Mail, and CTV Vancouver.

The Results:

  • Highlights of coverage: Forbes, Los Angeles Times, The Globe & Mail, Vancouver Sun, Conde Nast Traveler, CTV Vancouver, Global Television, and Huffington Post.
  • More than 30 media hosted following the arrival of Chef Riddick, including three media hosted on foraging trips.
  • 251 articles placed.
  • 146,635,167 earned media circulation.
  • $384,667in advertising equivalency.
  • For the Straws Suck campaign, results included Global BC, CBC News, the Globe & Mail, Huffington Post, and CTV Vancouver.

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