Bio (Deirdre Campbell)
Partner, The Tartan Group
The founder of The Tartan Group, Deirdre has been a communications professional in Canada for over 20 years, expanding her boutique communications strategy firm into global markets since the launch in 2001. A respected communications strategist, Deirdre’s nickname alternates between the ‘connector’ to ‘ the fixer’. In building her Victoria, BC-based company, which now has offices and affiliations in Vancouver, Toronto, New York and Portland, her defining mission for Tartan is for it to become invaluable to the global tourism industry and to the clients it serves. Tartan has an enviable client retention record, thanks to this commitment to high ROI and mantra to give the clients what they need beyond what they want.
Deirdre believes trust in brand, authentic and compelling stories and personal connections drives the share of heart so important to building travel consumer loyalty and market share. She is inspired by the work of Kevin Roberts (Love Marks) and Ross Honeywill (New Economic Order, The Desire Economy) and advocates to ensure destinations use their cultural assets along with their geographic attributes. Deirdre’s philosophy focuses on the belief that tourism experiences which are sustainable and provide true value to local communities, and transformative experiences for travellers are the ultimate goals for global tourism.
Over the years, Deirdre has built a client roster which includes iconic Canadian signature experiences, Central and South American leaders in sustainable hospitality, global thought leaders for community aboriginal tourism experiences, award winning and emerging destinations along with inspiring eco-preneurs and academic institutions committed to being the change they would like to see in the world.
A respected business entrepreneur, Deirdre has been named a PR practitioner of the year, recognized as a YW/YMCA Woman of Distinction for her work in the community and was awarded the PR contract to represent Canada’s Northern House during the Vancouver 2010 Winter Olympic and Paralympic Games, which won the gold medal for pavilions. Deirdre serves as the past Chair of the Board of Directors for Tourism Victoria, past director of The International Ecotourism Society and as a strategic advisor to the Adventure Travel Trade Association. Deirdre holds a MBA from Royal Roads University and is working on B Corp certification for Tartan.