Travel Alberta is continuing the journey to develop a unifying tourism brand. After soliciting input from more than 100 industry representatives across Alberta and conducting detailed consumer research in key markets, both domestically and internationally, it was clear that Alberta can inform, inspire and differentiate the Alberta tourism experience by offering travellers “Authentic Experiences in Breathtaking Landscapes.”
Alberta is selling “goosebump moments” – that heightened emotion visitors get when experiencing something special in a destination. This sensation forms the basis of our brand, but not the brand itself.
The last chapter in our brand journey is to determine exactly what we are going to say about our brand to our potential customer. Our global platform wordmark (remember to breathe) will allow us to present a unified and differential brand to the world and will create customer intimacy.
The new tourism brand was revealed at the 11th annual Travel Alberta Industry Conference in Banff on October 24, 2011 and included a background on Travel Alberta's brand journey and how Travel Alberta will market the new brand. It also included Travel Alberta's new (remember to breathe) commercials and a live performance by Wil, who sings featured songs used in the commercials.
To view the presentation made by Royce Chwin, Travel Alberta's Vice-President, Marketing, click here.
Making of the Brand
To see Travel Alberta's finished commercials, see our YouTube Channel
Click here for information on how you can come along with us on our brand journey and make it relevant to your own area or business