Dear Team Richmond,
Happy new year, everyone! I hope you’re all well-rested after a much-deserved holiday break. Whether you spent time with family, friends or just a good book, it’s hard to ignore the hustle and bustle of the season. January represents a fresh start and I don’t know about you, but I’m more than ready to take on 2020.
The Power of Earned Media
The amount of earned media we’ve generated for Richmond in the past few years has been nothing short of incredible. Our biggest wins come from huge, national publications such as the New York Times, Bon Appetit, Conde Nast Traveler, Globe and Mail, National Post and many others.
In fact, I had my own personal experience with the power and influence of a well-placed earned media article.
While in Steveston for a meeting, I had the opportunity to chat with a couple who was visiting Richmond for the first time. The couple ate their way through the city and decided to break up the food adventure by visiting a few historic sites and boutique shops. Naturally, I asked them how they’d heard of Richmond.
“We read an article in the New York Times about Richmond and decided we had to come here,” she said earnestly. “It was the food scene that drew us in. We travel to eat, and we love discovering new places.”
“Are you visiting Vancouver as well?” I asked, curious about their travel plans — and conducting my own version of an informal visitor survey.
“No, our focus is Richmond,” she answered. “However, we thought while in the area, it would be great to do a cruise to Alaska through Vancouver.”
The couple confirmed they were following along the New York Times’ suggested restaurants, and that they would be sharing their experience in the city with their friends and family. The exchange confirmed to me that playing to our strengths was the right move.
But now, what I’m most excited about is the latest accolade Eater bestowed on the city.
Foodie authority website Eater recently released their top cities in the world worth traveling to eat in 2020 – and Richmond made the list. Alongside many other off-the-beaten-path destinations such as Marrakech, Cartagena, Porto and other amazing cities, Richmond was the only Canadian destination to make this esteemed list.
This is high praise coming from one of the most important food publications in the world. It’s an absolute honour to be on this list, and we invite everyone to try something new, or rediscover old favourites.
I look forward to tackling 2020 with you!
Tourism Richmond Team Member
Chief Executive Officer