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Travel Alberta North America Winter Campaign Embraces Winterlust in Alberta

An early snowfall this year reminded Albertans that winter is just around the corner. While some may have groaned, Travel Alberta’s North America marketing team was hard at work crafting an idea to reignite passion for winter in Alberta. The result is a new term for this passion – Winterlust – and a campaign built around diagnosing this condition and promoting Alberta’s exhilarating remedies.

Take this short test to determine whether you have Winterlust symptoms:

  • Strong tingling sensation at the thought of cozying up for the warmth of winter…
  • Increased heart rate at the sound of snow crunching underfoot…
  • Heightened sense of smell among the fragrant pines as you carve down a mountain…
  • Auditory excitement response to the silence of a heavy snowfall…
  • Intense visions of the magical northern lights dancing in the night sky…
  • Overwhelming urges to take a trip north instead of going down south…

If you’ve had any of these symptoms you might just have a case of Winterlust. And this year, Alberta has the cure through the many wonderful winter experiences that ignite the passions of Free Spirits and Cultural Explorers in Canada and U.S. target markets. The Winterlust campaign is sure to encourage travel to our Alberta winter wonderland this season.

Media Campaign and Key Markets

The Winterlust message will appear in Alberta, Saskatchewan, Toronto, California and Texas target markets through a fully integrated media campaign designed to satisfy even the worst Winterlust sufferers!

The Canadian traveller is the largest generator of expenditures for Alberta representing over $6 billion in tourism receipts and 31.3 million visitors in 2012. The United States is Alberta’s largest international market. Approximately 818,000 Americans visited Alberta in 2012, spending $656 million dollars (latest data available from Stats Canada).

More than 125,000 referrals are expected to be generated for our Alberta tourism partners through this campaign.

For more information on Travel Alberta’s initiatives in the Canada and the U.S. market, please visit industry.travelalberta.com

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