Earn the Reach: Building Brand Influence Beyond Paid Media

Paid reach can buy attention, but it isn’t the only way to build visibility, credibility and influence. Drawing on Pursuit’s work across the Canadian Rockies, Montana, Alaska and Iceland, this session explores how brands can use earned media and thoughtfully designed influencer programs to generate meaningful third-party attention without relying on ever-larger paid media budgets. Through real-world examples, you’ll see how Pursuit approaches creator relationships, identifies stories worth sharing and turns destinations and experiences into content people genuinely want to talk about. For senior marketers, the session offers a practical look at where earned and influencer strategies can complement, and sometimes replace, paid reach while building something media spend alone cannot buy: credible advocacy for your brand.