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Travel Alberta and KLM Win Two Global Marketing Awards

Travel Alberta’s winter campaign in the Netherlands received two prestigious awards: silver at this year’s international W³ Awards and a Gold Dolphin from the Cannes Corporate Media & TV Awards. Building on success in previous years, Travel Alberta and KLM partnered on a winter (2013-2014) campaign to generate awareness, engage with customers and increase bookings to Alberta from the Dutch market.

“These prestigious awards reflect the value of our partnership with KLM,” said Royce Chwin, Chief Marketing Officer at Travel Alberta. “And the success of this inspiring social media campaign highlights the importance of engaging travellers around the world – who are always connected – to drive visitation to Alberta.”

The campaign was centred on a social media component that applied the concept of a “bucket list” to engage with potential travellers in a new and innovative way. Utilizing a Facebook app, users were invited to virtually experience Alberta’s winter wonderland and enter to win a bucket trip to Alberta. More than 6,500 couples participated in the contest, our Facebook community grew by 75%, and KLM reported a 26.6% increase of passengers from Amsterdam to Calgary throughout the winter season.

Travel Alberta’s International team is proud of the work and collaboration between the Travel Alberta team, KLM Royal Dutch Airlines and Eigen Fabrikaat, the agency that continues to develop award winning campaigns to create awareness of Alberta as the winter/ski holiday destination for the Dutch market.

The W³ Awards honour creative excellence on the web, and recognize creative and marketing professionals behind award winning sites, videos and marketing programs. The Bucket Trip campaign won silver in the W³ Awards social activation category.

The Cannes Corporate Media & TV Awards honour the world’s finest corporate films, online media and TV documentaries. Its annual awards festival is the only festival for corporate films taking place in Cannes, the city famously known for feature films and advertising productions. The Bucket Trip campaign won in the category of Integrated Communication: Films and videos as part of a larger communication campaign.

The Bucket Trip campaign is also a finalist for Social Media Initiative of the Year in the Canadian Tourism Awards presented by the Tourism Industry Association of Canada (TIAC). The awards recognize success, leadership and innovation in Canada's tourism industry, and rewards those people, places, organizations and events that have gone above and beyond to offer a superior tourism experience to travellers in Canada. Awards will be presented at The Canadian Tourism Awards Gala on November 26.

Since becoming a Crown corporation in 2009, Travel Alberta has received 49 awards for marketing and organizational excellence, including platinum at the HSMAI Adrian Awards, five Magellan Awards from Travel Weekly and five Golden City Gate Awards at ITB Berlin. 

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