We are Christina and Peter Pilarski, founders and leaders of CIPR Communications.
Approaching marketing as an investment will make it more successful
The main reason that many people think of marketing as a cost usually comes down to the examples they can list of the times they spend money on marketing and it didn’t work. This is one of the biggest mistakes people make, and a fallacy that we have to dispel constantly. The way we see it, the only reason marketing sometimes doesn’t work is that your focus is on tactics instead of coming up with a digital marketing strategy informed by your business goals, and executing a tactical plan in line with that strategy.
On the other hand, when you approach your marketing as a strategy that is geared towards yielding results – i.e., taking an investment-oriented approach – you will experience far greater success, and it will become clear to you why marketing is not just a monetary cost.
Once you adopt this mindset, your view of marketing will change and you will see it start to work better for you, just like money invested in a well-chosen stock or asset – or the capital you’ve invested in your business. It will also change the way you think about your marketing budget.
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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.
