Tourism Langley
Tourism Langley is a Destination Marketing Organization (DMO) and not-for-profit society mandated to generate visitation, extend stays, and drive economic impact for businesses in the Township of Langley.
THE GOAL
Elizabeth joined Tourism Langley as Fractional Destination Marketing Manager on an initial fixed-term contract, stepping in to provide senior leadership during a period of organizational transition. The mandate went beyond maintaining operations. Significant strategic projects had been identified, and the organization needed experienced leadership to move them forward with confidence and accountability.
THE WORK
Elizabeth assumed full responsibility for marketing operations and strategic execution, overseeing annual and interim planning, budget management, community and partner engagement, vendor relationships, and internal communications.
Two provincial grants totalling $110,000 were already in place at the start of the engagement: a $100,000 Business Events and Conferences Restart Fund (BECRF) from the BC Ministry of Tourism, Arts, Culture and Sport, and a $10,000 Indigenous Learning & Projects Grant from Indigenous Tourism BC and Destination BC. Elizabeth took ownership of both, managing deployment across lead attraction, competitive incentives, strategic partnerships, and Indigenous community engagement initiatives, and ensuring all grant deliverables were completed on time and to funder requirements.
Alongside grant execution, Elizabeth identified a significant strategic gap: Tourism Langley had no presence or positioning as a meetings and events destination. Planners weren't considering Langley, the website had virtually no information for event organizers, and even local businesses were unaware of what the community could offer. Elizabeth commissioned and directed a full discovery and strategy engagement with Partners + Hawes Marketing Consulting, overseeing competitive analysis, stakeholder sessions, and the development of a positioning platform built around Langley's distinct character as a "scalable small scale" destination: diverse, accessible, and authentically local.
THE RESULTS
The M&E strategy process delivered more than a campaign platform. It surfaced a parallel opportunity in sport tourism, an underleveraged sector with similar positioning needs, and the strategic framework and collateral templates developed for M&E became the foundation for sport tourism marketing as well. Together, these insights catalyzed a full organizational rebrand, giving Tourism Langley a cohesive identity capable of supporting multiple visitor economy pillars.
Marketing operations were elevated and standardized throughout the contract: internal SOPs were developed, vendor relationships were assessed and restructured where needed, and annual planning and reporting were completed on time and within budget.What began as a fixed-term engagement was extended beyond its original scope, a reflection of the trust Elizabeth established with the Tourism Langley team and the tangible momentum she helped create.
TESTIMONIAL
"Almost instantly, Elizabeth became a seamless extension of our team. Whether we presented her with a project needing marketing, strategic, communication, or financial skills, she always delivered high-quality work with efficiency."
— Erinn Kredba, Executive Director, Tourism Langley
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