 Resort TV Canadian Rockies
2004 Most Innovative Commitment to National Park and World Heritage Site Awareness
Innovative Media Bring Heritage Tourism to Life for the Masses
In an award category where innovation is the key concept, Resort TV Canadian Rockies’ commitment to broadcast heritage tourism messages to 5,700 hotels rooms throughout the Bow Valley and around the world via the Internet made it the obvious winner. Never before had the sounds, sites, history and story of Banff National Park been communicated so effectively and to such a large scale.
“Banff’s uniqueness has given us great material to work with in our programming. Banff’s people, nature, wildlife and culture - past and present - are what make it different from places like Whistler by giving us attention-grabbing and distinctly entertaining content,” explained owner Bill Campbell.
Winning the heritage tourism award was especially important in helping the company shed a legacy of outdated, bland programs and entice more advertisers. The award gave Resort TV the public relations boost it needed to launch original programs and regain the community’s confidence and support. The resulting community buzz also helped Resort TV attract more local viewers.
“The award has given us the prestige of being recognized as a quality content company. Resort TV is broadcast in 5,700 hotel rooms in the Bow Valley, but only about 50% of local homes receive Channel 12, so we wanted to get the word out among locals that we offer quality programs. The award helped us accomplish just that,” says Campbell.
“We know that people are watching for longer periods because advertisers tell us customers saw their ad on our station while they were watching the heritage vignettes,” said Campbell. This anecdotal feedback reassures advertisers that their messages are getting through and influencing tourists’ purchasing, dining and activity choices. As a result, Resort TV Canadian Rockies has reported an astounding 200% increase in ad sales since 2004.
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