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Edmonton Tourism launches new consumer website

Authentic, rugged, and original. Edmonton Tourism is writing a new chapter in the city’s tourism marketing story. One that started way back.

Edmonton Tourism’s new consumer website will inspire, engage and move potential visitors through the path to purchase, using exhilarating visuals, authentic experiences, and feature stories to captivate. Edmonton’s grassroots culture, down-to-earth people and community driven values are some of the qualities that guided the development of ExploreEdmonton.com.

“Combining new visuals and tone, the creative expression of the new consumer website pulls visitors into the Edmonton experience. Our city is filled with hidden gems waiting to impress visitors, and the new look and messaging highlights the authenticity and excitement of the visitor experience in Edmonton,” says Maggie Davison, vice president of Edmonton Tourism.

Strategically aligned with Travel Alberta and the Canadian Tourism Commission’s (CTC) tourism brands, ExploreEdmonton.com is geared to attract the two explorer quotient traveller types identified as the most fitting for the Edmonton experience: the Cultural Explorer and the Free Spirit. Based on the CTC’s research, Cultural Explorers seek opportunities to immerse themselves in the culture of the places they visit; Free Spirits are experimental and adventurous, enjoying high-end experiences.

The look and feel behind Edmonton Tourism’s new creative is a result of consultation with Edmonton Tourism’s stakeholders, and was built off the foundational work of Make Something Edmonton – an initiative that, in part, celebrates the unique things people have made here. Whether it’s the Fringe Theatre Festival, Fort Edmonton Park, Segway tours with River Valley Adventure Co., or a visit to West Edmonton Mall, Edmontonians consistently dream up and build unique, authentic experiences for all to enjoy. ExploreEdmonton.com promotes those same original experiences to visitors – ones they may not have in any other city.

Edmonton Tourism’s new consumer website will be the anchor in all marketing initiatives, reaching regional (British Columbia, Alberta, and Saskatchewan), long-haul, and international target markets.

Edmonton Tourism is but one chapter in the city’s greater brand story, and does not replace the City of Edmonton logo or the City of Champions tagline.


Edmonton Tourism