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Travel Alberta capitalizes on favourable U.S. exchange rate

With the Canadian dollar falling below par of the U.S. dollar for the first time in more than four years, Travel Alberta is launching a new summer marketing initiative in the near markets of Montana and Washington. 

This favourable exchange rate puts the dollar advantage into the hands of American travellers and makes Alberta a much more appealing choice for travel. In response, Travel Alberta is taking advantage of existing awareness in Montana and Washington this summer to grow tourism revenues for the province with compelling invitations to experience Alberta.

From June 2 to July 31, marketing initiatives will highlight key summer experiences throughout the province and encourage road trips and short flights into Alberta from Montana and Washington. Media activities will include three print insertions in the Seattle Times, 30-second radio ads running for eight weeks in Billings and Missoula, online display banners, pre-roll commercials and search engine marketing.

“People in Montana and Washington have a high awareness of Alberta’s authentic summer experiences. A lower Canadian dollar makes Alberta a more attractive destination and many people who weren’t considering travel to Alberta may do so now,” says Jasmine Thompson, Travel Alberta’s Director of Consumer Marketing, USA. “Alberta is an ideal location for road trips and short flights from these markets.”

All calls to action point to the U.S. campaign site to view summer experiences and to purchase summer vacation offers. 

The social media team is working to acquire new fans and followers in these areas and an Expedia campaign will run in alignment to ensure a seamless consumer experience.


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