Bio (Deirdre Campbell)
Managing Director, Beattie Tartan Canada
Managing Director for Beattie Tartan Canada, Deirdre has been a communications professional in Canada for over 20 years. What began as a west-coast based boutique PR agency called Tartan in 2001, with a handful of Canadian signature tourism experiences, quickly expanded internationally with a range of luxury eco resorts across Central and South America.
This was also the beginning of Deirdre’s passion for sustainable tourism, and she is a founding member of the Global Ecotourism Network and the IMPACT Sustainable Travel and Tourism conference held annually in Victoria, BC. IMPACT’s goal is to begin the important dialogue around tourism’s legacy across Canada. In 2017, Tartan merged with the Beattie Group, a UK based PR agency with over 34 years of experience and 12 offices. This allowed Deirdre to expand her team’s digital expertise and build a substantial client base, beyond tourism, across Canada. With offices in Toronto, Vancouver, Victoria and Calgary, and associates in Ottawa, Winnipeg, Montreal and New York, today Beattie Tartan counts the Jordan Tourism Board, Destination Canada and Indigenous Tourism Canada among clients.
Deirdre believes trust in brand, authentic and compelling stories and personal connections drives the share of heart so important to building 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.
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 holds a MBA from Royal Roads University.