We are Christina and Peter Pilarski, founders and leaders of CIPR Communications.
Our work in the Value of Tourism is closely related to our background in politics. We approach a Value of Tourism campaign in much the same way we would approach a political campaign, because, in actuality, that’s exactly what it is. All of the factors and components that go into a political campaign are the same as those that go into a Value of Tourism project.
The first question we ask any destination management organization (DMO) starting a Value of Tourism campaign is the same as we would ask somebody who is setting out to run for political office: “Who are your supporters?” We usually follow that up by saying that if you can’t put together a list of at least 100 people who will come out and support you, then you should probably abandon the campaign. You need to start off from a position of strength, with a list of people you know will act as your champions. At the same time, it is a good idea to come up with a list of people who are neutral to your aims and another one including people who might actively oppose you.
This approach represents a way of thinking that is more in line with public relations, government relations or corporate communications, than with conventional marketing. Most DMOs operate primarily in the sphere of marketing, so it can be a challenge to make this shift. It is an important step that needs to be consciously made after eliminating your assumptions and establishing your ‘why,’ and before you move forward to the next stage of your campaign planning process.
Listen to Episode 6 of our latest series of podcasts for tips on how to get political as you plan your Value of Tourism campaign. For more expert insights on marketing strategies, public relations, Value of Tourism and related topics, read our blog, listen to our podcast series from the beginning, or contact us.
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Christina Pilarski
Christina Pilarski is CEO and co-founder of CIPR Communications, a digital PR, marketing, and AI consulting agency serving hospitality, tourism, and luxury lifestyle brands across North America. Before starting CIPR in 2010 with her life partner and business partner, Peter Pilarski, Christina led campaigns in a series of corporate roles and served as Special Advisor to the Minister at Alberta's Department of Tourism, Parks and Recreation. She now leads a team of 20+ staff and contractors across CIPR and its AI-focused division, the Tourism AI Network. Christina holds a BA with Honours and an MA in Communications Studies from the University of Calgary. Outside the office, she's a mom of twins and two dogs, based in Calgary.
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Peter Pilarski
Peter Pilarski is the Founder of Tourism AI Network and President of CIPR Communications. He helps tourism and hospitality organizations adopt AI strategically — from AI search visibility and custom tool development to team training and executive advisory. He is a sought-after keynote speaker, workshop facilitator, and AI advisor whose sessions blend practical frameworks with real-world results.
