Huna Totem Corporation

PR

The value of traditional media relations: Huna Totem Corporation press trip

Introduction - The Why

Huna Totem Corporation, an Alaska Native–owned corporation, has long been a leader in Indigenous tourism. With great media interest in recent operational developments, HTC wanted to turn the spotlight on its cultural stewardship and community focus. With the opening of new destinations at Klawock Island and Chugach Glacier Gateway, HTC recognized an opportunity to reintroduce itself to a national audience. The goal was to highlight the Indigenous-owned business, demonstrate its positive community impact, and position HTC as a leader in sustainable, cultural tourism.

Close-up of a traditional Native American totem pole carved from wood, surrounded by red autumn leaves.

The Approach

T&C worked with Huna Totem to host a media trip to share their story with three high-profile journalists representing national consumer and trade media. The team crafted detailed itineraries, developed media kits, and prepared leadership with messaging on cultural stewardship and community benefit. Outreach was highly targeted, ensuring only top-tier travel outlets were approached, and resulted in participation from leading journalists at influential national publications.

A red cable car labeled 'Icy Strait' hanging from a cable in a mountainous area with snow-capped peaks in the background and trees in the foreground.

Tactics & Execution

Immersive itinerary with a focus on storytelling

Journalists saw multiple destinations to get a full picture, with stops in Whittier (Chugach Glacier Gateway), Juneau (HTC headquarters), Hoonah (Icy Strait Point), and Klawock (Klawock Island).
Engagements included meeting with Tlingit elders, touring historic totems, traveling by small plane, and learning from community leaders, artists, and storytellers about how culture is preserved through art, food, and tradition.
They also shared information about how tourism revenue supports shareholder communities, sustains cultural practices, and creates jobs while stressing the importance of balancing tourism growth with authenticity and cultural integrity.

Three people standing outdoors on green grass with a cloudy sky, taller totem poles with Native American designs behind them, and a body of water with a bridge and hills in the background.

Results & Conclusion

The press trip far exceeded expectations:

The three attending journalists generated 10 national stories across top-tier outlets including Condé Nast Traveler, Afar, Travel Weekly, and Fodor’s Travel.
Collectively, coverage reached a potential 217 million unique visitors per month and expanded to an additional 21 million more through journalists’ social networks.
The momentum extended beyond the trip: Condé Nast Traveler later included Icy Strait Point in its “25 Best Places to Go in 2025,” demonstrating lasting visibility and influence.

This campaign illustrates the benefits of highly focused pitching efforts paired with genuine storytelling. By immersing journalists in authentic Indigenous experiences, HTC strengthened its reputation as both a tourism innovator and cultural steward for Alaska Native communities.

Two women in traditional Indigenous attire, holding drums and standing in front of a vibrant totem pole-style artwork.