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PRSA 2017 Travel and Tourism Conference

May 21–24 | Palm Springs, Calif.

Tuesday, May 23
10:45–11:45 a.m.
Breakout Sessions: Set IV

“We Are Loonie for You: Appealing to the Canadian Market”

With the Canadian loonie holding stronger than the U.S. dollar, travel from Canada to the U.S. took a dip in 2016; making the marketplace that much more competitive. At the same time, the media marketplace in Canada continues to evolve as well. In this session, we’ll hear from several key Canadian travel editors about the type of content they’re seeking these days, what audience segments they feel are most likely to travel to the U.S. and why, as well as what incentives attract the Canadian traveler these days. Whether you’re a destination, attraction, property or travel company, if the Canadian market is important to you, this session is a must.

Key takeaways:

Speakers: Caleigh Alleyne, Canadian freelance travel & lifestyle journalist & TV spokesperson; digital media consultant
                Neal McLennan, travel & food, editor, Western Living

Caleigh Alleyne 
Caleigh is a bilingual travel journalist and digital communications and marketing consultant from Toronto, who has explored over 32 countries and counting. After living in Switzerland to study abroad during college, she caught the travel bug and has been exploring ever since. In 2015, Caleigh was selected by the French Tourism Board as one of the top four anglophone travel bloggers in Canada to participate in the "Festive France Blogger Competition." Since then, she has continued her writing in such notable publications as Country Living, Good Housekeeping, Darling Magazine and is seen regularly on CTV Morning Live in Ottawa as their Travel Thursday expert in addition to guest appearances on a number of other broadcast outlets all over Canada.

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Neal McLennan
Neal McLennan is the Vancouver-based travel editor of Western Living, Canada’s largest regional magazine, covering travel and trends for British Columbia, Alberta, Saskatchewan and Manitoba. In his spare time, his NATJA award-winning writing appears in such publications as The Globe & Mail, enRoute, Travel + Leisure, Cooking Light and Seattle Magazine. McLennan also authors the Western Canadian section of the yearly Relais & Chateau guide.

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