Fishers’ Loft is an award-winning inn located in Port Rexton, Newfoundland that was named one of the Top 10 Best Affordable Island hotels by Travel and Leisure magazine. In 2013, construction was completed on a state-of-the art conference centre that would expand Fishers’ Loft business into the conference bookings market.
Libby Carew was brought on to create a media strategy for the conference centre. Traditionally, Fishers’ Loft was focussed on tourism media with limited exposure to business writers. To launch the new facility, it was necessary to target business media as well as oil and gas trade publications in Eastern Canada. Additionally, all industry associations in Newfoundland and Labrador with members hosting conferences were targeted for the launch. A news release was issued to business media and key industry associations were contacted individually about the conference centre. Stories were pitched and interviews were secured with business writers.
Coverage about the new conference centre was secured in the business pages of Atlantic Canadian newspapers, radio and television, and the premier publication for the oil and Gas industry – OGM Magazine. As a result of the media coverage, in the first year the conference centre was open, Fishers’ Loft reported that the conference centre has increased the inn’s revenues by 30%.
Ongoing communications for Fishers’ Loft focusses on issuing news releases and photo opportunities about unique stories and events taking place at the inn. Media coverage was secured for an art installation by BC artist Christina Nick sponsored by Fishers’ Loft; an Opera on the Avalon fundraiser (Icebergs and Opera Weekend); and Fishers’ Loft owners being named Entrepreneur of the Year by the Business School at Memorial University.