We are Christina and Peter Pilarski, founders and leaders of CIPR Communications.
In the third episode of our podcast series on Value of Tourism campaigns, Christina talks to Monica Dickinson, Director of Industry Relations and Communications at Tourism Kamloops, about the importance of polling. We have been working with Tourism Kamloops for several years now and have worked alongside Monica on a number of campaigns. These projects have shown how vital it is to conduct polls before, during, and after a Value of Tourism campaign.
Allowing Data to Drive Your Campaigns
Tourism Kamloops has used polling and surveying to gain vital insights into three key audiences. The first group includes the visitors. As a destination management organization (DMO), Tourism Kamloops always seeks to inspire visitors from around Canada and beyond to come and see what the region has to offer.
Secondly, Tourism Kamloops needs to ensure that the strategies they put in place are benefitting the stakeholders. To find this out, they conduct surveys among businesses and individuals in the local tourism industry to ensure that what they offer is delivering the intended results.
The third group consists of the region’s residents. Monica and her team understand the importance of building an understanding of the tourism industry among the community. Their polls aim to find out whether they have been successful in these efforts, so that the community advocates and promotes the attractions of Kamloops. Aside from that, it is also important to understand how residents feel about the industry and its initiatives.
To hear how Monica and her team use the insights they gather from their polls and surveys to create more effective Value of Tourism campaigns, listen to Episode 3 in our latest series of podcasts. For more insights on marketing strategy, public relations, and related topics, read our blog, listen to our podcast, 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.
