We are Christina and Peter Pilarski, founders and leaders of CIPR Communications.
As part of our Value of Tourism services, we have compiled a comprehensive toolkit to enable our clients to carry out a successful campaign. Many of our clients come to us looking for a way to launch a Value of Tourism campaign, without necessarily having all the resources at their disposal. They ask us for tools that they can use to get started, which prompted Christina to compile this toolkit.
What’s in the Toolkit?
The Value of Tourism toolkit is essentially a folder of digital assets that can be used to plan and implement various stages of a Value of Tourism campaign. The assets in your toolkit might differ from those we provide another client, as each toolkit is made to suit a specific campaign. Essentially, these toolkits are sets of templates that you can use to begin and carry out your program. There are assets to help you strategize your campaign, from setting goals to collecting data. There are templates to assist you in creating tools for empowerment – things like letters to government officials, press releases and other tools.
We’ve seen our toolkits generate great results, especially among our regional DMO clients. The toolkit helps to empower communities and organizations and also empowers understaffed or under resourced DMOs to deliver fairly complex programs.
Find out more about our toolkit in our podcast, Two Babies and a Business. For more insights on the Value of Tourism and related topics in the public relations and marketing strategy arenas, follow our podcast and read our blog. Contact us for more information.
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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.
