Finn Partners is handling Travel Alberta’s $6M three-year PR services push under its contract that went into effect June 15.

The independent firm is charged with the development of an annual media relations strategy with the goal of “driving consideration for travel to Alberta among high-value travelers in the U.S. and from key international markets,” according to the pact.

It is to “identify and secure opportunities for earned media coverage through creative and reactive pitching” and have a constant pulse on current events and market trends for opportunistic Alberta story placements.

Travel Alberta also wants to increase collaboration with its destination management organization partners, including Tourism Calgary, Explore Edmonton, Banff & Lake Louise Tourism, Indigenous Tourism Alberta, Tourism Jasper and Tourism Canmore Kananaskis.

Finn Partners is to assist Travel Alberta in executing four to eight group media visits and 10 to 15 individual media to the province each year.

That assistance includes pitching, vetting and inviting media, providing feedback on story angles and itinerary timing, and working closely with the client on travel logistics and expectations.

Samantha Lacher, partner, leads the firm’s Travel Alberta account team.