Workshop Summary
Reels, Stories
& Conversations
Social media content and AI strategies built for Vancouver Island North tourism operators.
Social media content and AI strategies built for Vancouver Island North tourism operators.
Use this page as a quick reference when you are planning, filming, writing, or using AI for your content.
Start with the action plan, then come back to each section when you are creating content.
Want help turning this into a simple marketing system for your business?
If you want support choosing your channels, planning your next month of content, or building an AI toolkit that actually works for your business, book a free introductory call with Junction.
Book a free introductory callThe rules have shifted. Here's what's working right now — and what to leave behind.
Algorithms reward storytelling, not marketing. The content that works now is content that makes people watch, feel something, save, or share. Here's what's cutting through:
The content that works now makes people watch, feel something, save, or share.
If this is still in your content rotation, it's time to phase it out:
You have an unfair advantage. Most brands are trying to manufacture interesting content. You're surrounded by it every single day — old-growth rainforest, wildlife encounters, true remoteness, human transformation. Use it.
Select a platform to see what's worth your time there.
Tap a platform to review where it fits.
Still the most important channel for tourism discovery
Travel inspiration platform with massive organic reach
The world's 2nd largest search engine
The world's largest social network — still very relevant for your audience
Profiles matter — a lot more than most operators realize
These three accounts were referenced in the workshop as strong examples of what's working. Follow them, study the patterns, and notice what they're doing differently.
Study this for: luxury wilderness storytelling.
Notice: how people, place, and experience work together.
Workshop connection: Experience and People content.
Study this for: carousels and saveable content.
Notice: how itineraries, lists, and "obsessions" become useful posts.
Workshop connection: carousels for engagement.
Study this for: authentic, non-polished content.
Notice: raw, in-the-moment clips that feel real rather than commercial. 200k+ followers and millions of views.
Workshop connection: story over polish.
A simple, repeatable weekly system built around three types of content. One of each per week — that's it.
Every week, aim for one piece of each: an Experience post, a Product post, and a People post. You don't need more than three. You just need consistency.
Choose a content type to see examples.
Capture the moment that made a guest feel something. This is your reach content — the post that earns new followers. Put someone inside an experience they didn't know they wanted.
The orca breach 30 metres from the kayak
First light on the inlet, coffee in hand
The Dungeness crab arriving at the table
💡 Ask yourself: "What was the moment today that would have made a stranger stop scrolling?"
Show the thing people are buying. Not the brochure version — the real, tactile, I-can-picture-myself-there version. Help people imagine being there before they book.
Gear laid out at 5am before launch
The room, the fireplace, the view at dusk
The kitchen at service, the local catch
💡 The goal is to show the product in a way that makes someone feel like they're already there.
Faces build trust faster than any landscape. Show your team, your regulars, your guests having the time of their lives. People book with people they trust.
The guest who just saw their first bear
The couple on their 10th anniversary trip back
The chef and the fisherman who caught tonight's special
💡 Faces build trust faster than any landscape. Show team members, regulars, and guest moments where appropriate.
You don't need a camera crew. You need a framework. Here's how to shoot and write content that actually performs.
This week, capture three simple pieces of content:
If you don't stop the scroll in the first 3 seconds, the video is invisible. Every Reel needs one of these three hooks:
Drop the viewer directly into the experience. "POV: You just spotted a humpback from the kayak." No intro needed.
Make them need to know what happens next. "What we mean when we say a 'snorkelling picnic'." They have to stay.
Say something big enough to demand a reaction. "This is the best kayaking destination in North America. Here's why."
Every great Reel is built on three shots. Capture these three every time you're in the field and you'll never run out of content.
Great captions follow a simple formula: Hook line + the story + a call to action. Here's the difference in practice:
The network effect: your content reaches their followers, not just yours. The most effective strategies combine discovery with conversion.
Regional partners like Vancouver Island North Tourism already have the audience you want. Tag them, co-create with them, and make it easy for them to share your content.
Their job is attention. When they bring that attention to your experience, it's essentially a referral from someone their audience already trusts. Focus on aligned audiences, not follower counts.
Other guides, restaurants, accommodations, and attractions. You're not competing — you're completing a picture of the destination. Collaboration here drives bookings for everyone.
Guest content and UGC help show real experiences from real visitors. Make it easy for guests to create and share — ask for it, reshare it, and give them credit.
Start simple: pick one local operator and agree to tag each other in relevant posts this season. That's a partnership.
AI isn't a shortcut to generic content — it's a collaborator that helps you think better and work faster when you use it right.
Most people are stuck at Level 1. The good news — moving up doesn't take much.
Tap each level to expand.
You ask a simple question. It gives you an answer.
This is where most people start. "Give me 5 ideas for Instagram posts." The results are okay — but generic, because AI has no context about your business. It's a starting point, not a finish line. The output is only as specific as your question.
You have a real back-and-forth. You push. It asks. You refine.
Give AI context about who you are, who your guests are, and what you're trying to accomplish. Tell it to ask you questions before it starts. Never accept the first result — the second or third iteration is almost always better. Treat it like a smart intern who needs to understand your business before they can help with it.
AI knows your business. You've trained it with your documents, your voice, your strategy.
Use Projects (in Claude or ChatGPT) to build a permanent context. Upload your brand guide, your website copy, your guest personas, your strategy documents. Now every question is answered in the context of your specific business. This is where AI starts producing work that sounds like you, not like the internet.
AI proactively surfaces insights, ideas, and tasks you haven't thought to ask about yet.
At this level, your AI project knows your business well enough to analyze your guest reviews for patterns, compare your content to competitors, generate a content shoot brief from your strategy, or draft a full marketing plan for the season. It's not answering questions — it's a strategic partner with full context.
Copy a prompt and customize it for your business.
Share competitor accounts and ask AI to identify what content themes, hook styles, and formats are driving the most engagement — and what gaps you could own.
Give AI your experience, location, and audience — and have it build a full storyboard including hook, shots, on-screen text, caption, and CTA.
Generate 20+ ready-to-use hooks across the hook types from the workshop — tailored to your specific experience.
Every month, collect your guest feedback, surveys, and online reviews into a single document and upload it to a Claude or ChatGPT conversation. Ask it to find patterns, surface content ideas, and flag anything that keeps coming up. Do it consistently and you'll start to see trends your team would otherwise miss.
Before you run this, write out your ideal guest in detail — where they're from, what they care about, what would make them book or bounce. Paste that profile into the prompt, then give AI your website URL. The output is often uncomfortable, which means it's working. Use it to sharpen your copy, fix your booking flow, and spot gaps in your content.
Create a dedicated AI Project and load it with everything you know about your two or three closest competitors — their websites, their pricing pages, their social content, their reviews. Then ask it strategic questions on a regular basis. This is the kind of market intelligence that used to require a consultant.
The whole workshop comes down to this.
Show real moments
Use repeatable formats
Distribute smarter, not harder
✅ Start doing
🚫 Stop doing
Book a free introductory call with Junction to talk about training, online courses, or strategic support for your tourism business.
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