The Freedom Convoy
Additionally, certain industry members who had spoken to the media in the early days of the Freedom Convoy were becoming targets of harassment and hostile commentary. To protect the safety and well-being of individual representatives, Ottawa Tourism made the decision to issue statements on behalf of the organization rather than have a specific individual serve as the spokesperson. This approach aimed to minimize personal risk while ensuring that the organization’s position and updates continued to be clearly communicated. Addressing Visitor Concerns Throughout the Freedom Convoy, Ottawa Tourism was receiving a significant volume of inquiries from visitors already within the destination or planning to visit, with many expressing concerns about the city’s safety and accessibility. Ottawa Tourism responded with empathy and clarity, providing accurate information and directing individuals to official municipal and public safety resources, as well as providing suggestions for things to see and do beyond the occupied area. Data Collection and Visitor Sentiment Tracking In response to the rapidly evolving situation, Ottawa Tourism prioritized data-driven decision- making to guide its actions and advocacy. A research firm was engaged to conduct visitor sentiment surveys on a weekly basis, enabling the organization to closely monitor shifts in public perception and confidence during the crisis period. These surveys provided valuable insights into visitor concerns, travel intentions, and overall impressions of Ottawa as a destination. Additionally, Ottawa Tourism carried out regular surveys among its membership group to gauge
the direct impacts on local tourism businesses and collect feedback on operational challenges and needs. The findings from both visitor and member surveys played a crucial role in informing Ottawa Tourism’s communications and supporting targeted advocacy efforts by demonstrating the ongoing challenges faced by the sector due to this specific incident. POST-CRISIS RESPONSE AND ACTIONS RAPID RESPONSE TEAM MOBILIZATION AND SITUATIONAL AWARENESS Following the resolution of the Freedom Convoy — brought to an end after a multi-day police operation involving hundreds of officers, tactical units, and the unprecedented invocation of the federal Emergencies Act —Ottawa Tourism worked closely with city partners, local businesses, and community organizations to support downtown revitalization efforts. These initiatives were instrumental in helping to secure emergency recovery funding for businesses most affected. In addition, Ottawa Tourism’s already-established experience funding program and governance model around community investment enabled the organization to launch an independent Community Resilience RFP targeting initiatives that would create reasons for both residents and visitors to come downtown, helping to re-energize the core that had been so heavily impacted by the Freedom Convoy.
As the city transitioned into the recovery phase, Ottawa Tourism’s marketing efforts were also
Destinations International CRISIS COMMUNICATIONS HANDBOOK
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