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  • Carol-Lynne Michaels
    Carol-Lynne Michaels
    Project Producer

    The BC Ale Trail was created by a dedicated team of craft beer allies to connect British Columbia’s world-class brewing scene with tourism organizations across the province. The goal is to showcase BC’s delicious craft beer, inspiring geography and potential for adventure with beer enthusiasts across our province, region and the rest of the globe. Carol-Lynne, Project Producer will be presenting along with a panel of BC Ale Trail’s partners. View Full Bio

  • Deirdre A Campbell
    Deirdre A Campbell
    Managing Director of Beattie Group

    As managing director of Canadian-based Beattie Tartan, Deirdre has been entrenched in the integrated communications business for more than 17 years. What began as a west-coast based boutique PR agency called Tartan in 2001, with a handful of Canadian signature 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. In 2017. View Full Bio

  • Jacob Moore
    Jacob Moore
    468 Communications Account Manager

    468 Communications creates presence economies – helping organizations be more present with their communities through creative storytelling and practical use of technology. Clients hire 468 to curate their stories, drive community and commerce and put on more engaging events.View Full Bio

  • Kim Lawton
    Kim Lawton
    Marketing Director at Cannery Brewing in Penticton

    Kim Lawton is the Marketing Director at Cannery Brewing in Penticton and she also manages the Penticton Ale Trail on behalf of the 7 Penticton breweries. She is a craft beer fan, a long-time supporter of the craft beer movement, the President of CAMRA South Okanagan, and a regular contribution to the BC Ale Trail blog and What’s Brewing Magazine.View Full Bio


Main Theatre
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Oct 18 2019


11:15 am - 12:15 pm

How to Maximize Your Investment in the BC Ale Trail

The BC Ale Trail is part of the Destination BC Coop Marketing Program and is based on collaboration between various groups to work on the Global marketing tactics. Bringing together key members of the team to talk you through various perspectives on how to best engage and participate in the program to maximize your investment. Learn more about the global campaign, PR, the BC Ale Trail app and more!

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