TTRA Preliminary Program

Session 1, Theme 1: Social Media Methods
A. Navigating the Social Media Wasteland – Targeting Travellers in the Digital and Mobile World
Berkeley Scott, TNS Canada
Berkeley Scott, Vice President – Digital Media, TNS Canada. Berkeley leads the Digital Media team for TNS
and is responsible for heading up the West Coast operations based out of Vancouver. In the travel space he
currently acts as the lead consultant to the CTC for their Global Tourism Watch study. Berkeley comes to us
after a nearly 20 year career in strategy and research in each of New York and Tokyo working with publicly
listed and Fortune 500 companies. Some of his more technology research related clients have included
Google, Microsoft, PayPal, Telus, Monster, and Virgin Airlines.
B. The Web, Mobility, Social Media & Travel: Canadians’ IT use before & during travel
Luc Durand, President, Ipsos Quebec
Luc Durand a été nommé président d’Ipsos au
Québec en novembre 2011. Ipsos est la plus
importante société de recherche au Canada et la
troisième en importance au monde. M. Durand
possède une vaste expérience parmi la
communauté du marketing et de la recherche au
Québec. Avant d’entrer au service d’Ipsos, M.
Durand a occupé différents postes dans les
domaines du marketing et de la recherche. Plus
récemment, il a travaillé pour l’agence
Bleublancrouge, un chef de file en matière de
publicité, de marketing et de communications où il
a occupé, pendant plusieurs années, le poste de
viceprésident, intelligence marketing. Avant cela, il
a été viceprésident au sein de CROP, une société
de recherche québécoise. Il a également occupé le
poste de directeur du marketing du centre de
villégiature Tremblant (Intrawest) où il dirigeait les
activités de mise en marché de ce centre de
villégiature international. Luc Durand possède un
baccalauréat en mathématiques de l’Université de
Montréal (spécialisation en actuariat et en
statistique), ainsi qu’un Diplôme d’études
supérieures en marketing des HEC Montréal.
Luc Durand was appointed President of Ipsos
Québec in November 2011. Ipsos is the largest
research company in Canada and now the third
largest in the world. Mr Durand has extensive
experience in the local marketing and research
community. Prior to his work at Ipsos, Durand
worked for a variety of marketing and research
roles with key organizations throughout the
province. Most recently, he was with
Bleublancrouge, a leading Québec-based
marketing communications and advertising firm,
where he served as Vice President for several
years. Prior to that, he had an eight year stint as
Vice President with CROP, a Canadian research
company, and led marketing efforts as Marketing
Director at Mont Tremblant Resort for Intrawest.
Luc Durand is a graduate of l’Université de
Montréal with a Baccalaureate Degree in
Mathematics specialized in Actuarial Sciences and
Statistics and a Graduate Diploma in Marketing at
l’École des hautes etudes commerciales de
Montréal.
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C. Social Media Use by North American Hotel Human Resource Managers
Chris Gibbs, MBA; Fraser MacDonald; Kelly MacKay, Ph.D., Ryerson University
Chris Gibbs, Assistant Professor, is a new faculty member at the School of Hospitality and Tourism
Management at Ryerson University. Chris has more than 20 years of diverse sports, entertainment and
hospitality industry experiences that he uses to guide and engage students. At this time, Chris is enrolled at
Stirling University in Scotland completing a PhD in Film, Media and Journalism. Prior to Ryerson, Chris spent
eight years at Maple Leaf Sports and Entertainment in business operation and venue management roles. His
last role was the Director of Business Operations for the Toronto Marlies and Ricoh Coliseum. Chris has also
held leadership positions in the travel industry with Travel CUTS, live theatre marketing with Livent Inc. and
attraction marketing with Playdium Entertainment. Since joining Ryerson in 2008, Chris has worked with the
development and execution of an annual visitor survey for Tourism Toronto.
Fraser Macdonald is a 4th year undergraduate student in the Ted Rogers School of Hospitality and Tourism
Management program at Ryerson University. Fraser has over 5 years of diverse work experience within the
hospitality and tourism industry including event management, food and beverage operations, as well as
tourism sales and operations. Fraser has been active within the Ryerson University student community
through volunteering, conference planning and his position as Vice-President of marketing for the student
association. Fraser was selected as an Undergraduate Research Scholar through the Office of the Vice
President Research and Innovation and plans to pursue graduate studies following his undergraduate
degree.
Kelly MacKay is professor and Director of the Ted Rogers Institute for Tourism and Hospitality Research,
Ryerson University, a TTRA Canada Board Member, and member of the editorial board for Journal of Travel
Research. Previously Kelly spent 17 years at the University of Manitoba much of which was part of a
research partnership with Parks Canada, and more recently as Associate Dean Academic, Faculty of
Kinesiology & Recreation Management.
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