The agency was selected for its “creativity, innovation and strategic work in the travel sector,” said Shannon Kidd,
senior manager of global communications for Rocky Mountaineer, in a release.
In December 2013, Citizen Relations was named North American AOR for Travelocity, and the agency has worked with Princess Cruises for a number of years. Citizen Relations also handles PR for Destination British Colombia (formerly Tourism BC) and its work on the “100 BC Moments” campaign won the 2013 Global Sabre award for Travel and Tourism.
Rocky Mountaineer aims to put a greater emphasis on broadcast coverage and online and influencer outreach, said David Brodie, VP, Western Canada of Citizen Relations in Vancouver. “They had been successful in getting print media coverage, but wanted a firm that could get them beyond just the travel section,” he added.
Citizen Relations is currently working on an influencer program that will launch this summer. Brodie said travel influencers on Instagram and Vine will get on board Rocky Mountaineer trains and share their travel experiences with audiences.
The account will be managed out of Citizen’s Vancouver office with support from Toronto, Montreal, Orange County and New York.