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BC Association of Farmers’ Markets (BCAFM)
THE CHALLENGE
In 2019, TSA was brought on to launch the BC Farmers’ Market Trail initiative, an online resource and trip-planning tool that connects locals and tourists to over 145 farmers’ markets and 4,000+ entrepreneurs across BC, during farmers’ market season.
Our role as BCAFM’s agency of choice has been to garner coverage across a variety of outlets while also meeting specific stakeholder requirements. We’re now heading into our third summer promoting the Trail to a variety of media and influencers, spanning business magazines, mainstream news, food bloggers, community papers, and more!
OUR SOLUTION
We’ve tailored the messaging and approach each summer with the goal of measurably attracting more visitors and tourists to farmers’ markets across the province. Our media releases, story pitches, and influencer partnerships are all designed to reach BCAFM’s variety of niche consumer and interest groups, in the most authentic and engaging way.
RESULTS/IMPACT
Every year, we line up 25-30 significant media stories, reaching approximately 4.3 million readers.
Our approach ensures broad interest among TV, radio, print, online and social media, and coverage is always earned in notable publications such as BC Business, VITA Daily, The Vancouver Sun, Global TV, and more!
Additional Notable Metrics Include
30+
average earned media placements each campaign
4.3
million readers reached on average each campaign
141%
increase in website traffic YOY*
*August 2019 to August 2020
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