ABOUT
Archer PR is a boutique, founder-led firm supporting tourism, hospitality, food and beverage, lifestyle, and pet brands across British Columbia. We pair senior-level strategy with hands-on execution, helping clients earn credible coverage, sharpen their messaging, build the right partnerships, and deliver launches and experiences that create real momentum. Our work is relationship-driven, detail-led, and built on follow-through, with calm, capable support when timing or reputation matters.
Why Archer?
Archer is a name with meaning. It’s inspired by Archie Lou, Krista’s dog, named after her grandfather, Archie. It also reflects the archway Archer PR helps create for clients: a clear, intentional path from story to outcome. The arrow in the logo represents forward motion, launching the right message with purpose and helping brands move into their next chapter. The floral details are a nod to growth, because the goal is never just visibility, it’s long-term momentum that helps brands flourish after they invest in strategic communications.
TEAM
Strategy. Relationships. Results.
Krista Lochhead
Managing Director
Krista Lochhead is the Founder of Archer PR, a Vancouver-based public relations and communications agency supporting tourism, hospitality, wellness, food and beverage, agriculture, lifestyle, and pet brands across British Columbia. With over a decade of agency experience, she brings a rare mix of strategic oversight and practical delivery, the kind teams rely on when the stakes are high and timelines are tight.
Krista built her career inside fast-paced agency environments where timelines are tight, expectations are high, and the details matter. She has led integrated communications work for hotels, restaurants, spas, wineries and breweries, destination organizations, and BC-made consumer and agriculture brands, translating complex stories into clear narratives and strong media angles.
Equal parts strategist and operator, she builds the plan, creates the tools that keep teams aligned, and executes with consistency, whether that means shaping a launch strategy, developing press materials, coordinating stakeholders, running point on media hosting, or building reporting that leadership can actually use.
A core part of Krista’s approach is calm, credible communications when it matters most. She has supported reputation and issues work for tourism and hospitality organizations in high-pressure environments, helping teams respond quickly, stay aligned, and communicate with clarity. She’s at her best when there are multiple moving parts, multiple partners at the table, and a story that needs to be told thoughtfully, without losing sight of the business objective on the other side.
Krista’s work is relationship-driven and grounded in good judgement. She’s known for being organized, proactive, and thorough, with a style that’s warm but direct. She cares deeply about quality, and she believes earned media is still one of the most powerful tools a brand can build, especially when it’s supported by strong messaging, strong visuals, and a clear point of view.
Outside of client work, Krista is an enthusiastic supporter of dog-friendly travel and local BC experiences, often testing patios, wineries, hikes, and weekend getaways alongside Archer PR’s Chief Treat Officer, Archie Lou. If you’ve ever wondered whether a “pet-friendly” claim holds up in real life, she’s probably already done the field work.
Official strengths: Story Angles & Strategy, Calm-in-the-Moment Communications, Partnership Wrangling, Media Hosting Itineraries & Logistics, and Follow-Through, Level III.
Archie Lou
Chief Treat Officer - CTO
Archie Lou is Archer PR’s Chief Treat Officer (CTO), the heart of the agency’s day-to-day culture, and the original inspiration behind the brand name. A Vancouver-based Australian Labradoodle with a travel schedule that rivals most PR pros, Archie regularly joins for client site visits and “field work” across Whistler, the Okanagan, the Cariboo, and Kamloops.
He came into Krista’s life as a classic “now or never” COVID puppy, arriving rambunctious, curious, and ready to turn any day into an adventure. Named after Krista’s grandfather, Archie is also woven into the spirit of Archer PR itself: warm, steady, and grounded, with a knack for helping people feel welcomed and taken care of, even when things are moving fast.
As CTO, Archie specializes in client comfort, meeting support, and creative brainstorming walks. He’s an outgoing greeter who thrives in busy spaces, will happily pose for treats, and considers morale-boosting serious work. His daily responsibilities include supervising (with excellent instincts for when someone needs a reset), greeting media and guests with enthusiasm, and enforcing screen breaks with the confidence of someone who has never once doubted the value of fresh air. Signature moves include sitting on feet for pets, leaning in for extra attention, and swatting the treat bag to confirm “payment” after introductions are complete.
You’ll often spot Archie in his signature bandana, keeping close tabs on the room, and heading off to his next assignment with his emotional support toy, Orange Guy. Remote most days, available by appointment, and happy to accommodate allergic-friendly meetings.
Official certifications: Advanced Snack Negotiation, Client Greeting & Media Relations (Paw-Press), and Break Enforcement, Level I.
EXPERIENCE
Krista has led communications and PR programs across tourism, hospitality, food and beverage, wellness, and lifestyle, supporting everything from destination storytelling and openings to issues management and high-stakes timelines. Her approach is equal parts strategy and execution: clear plans, practical systems, and strong follow-through so teams stay aligned and results are measurable.
Launching a new ski destination marketing organization
Built a year-round communications approach for a newly formed destination marketing function, designed to grow awareness in priority travel markets and support stakeholder alignment.
G7 Summit host hotel crisis communications plan
Created a comprehensive crisis communications plan for a high-profile, globally scrutinized environment, built to be practical under pressure and usable by real teams.
Chef relations and brand partnerships
Supported a chef-led communications and partnership program designed to build credibility, grow paid collaborations, and deliver consistent value for brands, associations, and public-sector programs.
Reopening a boutique inn and building a culinary destination story
Supported an always-on communications program for a historic, restaurant-forward property while also elevating the broader destination narrative through social media, earned media and hosting.
Building a G7 media-ready destination hub
(content library + DAM)
Led the build of a press-ready storytelling platform designed to make it easy for media and partners to find strong angles and cleared assets quickly, with lasting value beyond the 2025 G7 Kananaskis peak moment.
Winery communications and hospitality launches
Supported wineries with launch communications and media outreach that positioned the experience, not just the bottle. Developed press materials, story angles, hosted visit support, and partnerships that linked wine, food, and place.
Province-wide crisis communications support for tourism communities
Supported crisis readiness and real-time response for multiple tourism regions, with a focus on speed, accuracy, and calm, trusted messaging during emergencies. Delivered training sessions for industry.
Resort-wide marketing structure and performance turnaround
Built systems and content structures that helped align hotel, restaurant, and spa priorities, improving consistency, clarity, and measurable performance across channels.
Broadcast, experiential, and multi-channel campaign execution
Led and supported integrated campaigns that brought together earned and paid media, partnerships, content, and live moments, built to perform across channels and stay on brand under real timelines.