Norie partners with destinations, marketing and public relations agencies, sustainable travel companies, and custom content studios to tell authentic cultural stories through multimedia projects and communications strategy. The former executive editor of National Geographic Travel Media has deep connections in the global tourism industry and a little black book of talented creatives.
Communications and Media Outreach
Are you a tour operator looking to refresh your catalog? A hotel company hoping to animate your website? The marketing arm of an emerging destination eager to define your brand? A destination management organization looking for stories to pitch to the press? Exhibiting an understanding of the consumer, a storyteller’s eye for detail, and a personal passion for travel, Norie helps define and refine a client’s unique voice and express it in the marketplace through sharply angled communications strategy, editorial planning, content development, and media relations. Clients have included Destination British Columbia, Zegrahm Expeditions, South Expeditions, Tartan Group, Academic Travel Abroad, and the Indigenous Travel Association of Canada.
Editing and Writing
The Web is awash in the breathless, promotional, cliché-filled dreck that passes for journalism these days. Smart, incisive content can cut through the swill of mediocrity; good editors working with good writers make that happen. Norie conceives, creates, and manages editorial packages for discerning print and digital media clients. Past projects have included editing travel narratives and service stories, overseeing a revenue-generating series of travel bookazines, creating concepts for travel books, and re-imagining the content of a tour operator’s website. Her writing on travel appears on National Geographic’s site. Read her recent National Geographic Traveler cover story on Banff. Other credits include Frommer’s, Washingtonian, The Local Palate, and Mountain Life.
Speaking and Training
Norie has spoken on such topics as “How to Grab the Attention of the Media,” “Ten Lessons from a Travel Editor,” “How Destinations Can Thrive in the Fourth Industrial Revolution,” and “The New Influencers of Travel.” She has presented at conferences of the Adventure Travel Trade Association, the Educational Travel Community, Impact Travel Alliance, the Public Relations Society of America, and the Center for Responsible Travel. She is an Adventure EDU Educator, leading seminars, offering training, and developing online courses for adventure travel operators. She coaches PR and marketing practitioners on how to reach media. She has also been a guest lecturer on media and writing at educational institutions including Syracuse University’s S.I. Newhouse School of Public Communications and Northwestern University’s Medill School of Journalism.