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Travel Alberta to launch US Winter Campaign in California

Travel Alberta’s US Winter Campaign is set to bring Alberta’s tourism brand to life, October 1, 2012 through February 28, 2013.

Travel Alberta is building on solid strategy and research in this second year of our US Winter campaign as we continue to build brand awareness in the US market.

The US is Alberta’s largest international market and the state of California has the highest visitation into Alberta. Travel Alberta will target youthfully-spirited travellers – or “Free Spirits” in California with a specific focus on Los Angeles, San Diego, Riverside and Orange County.

Our campaign initiatives make it clear that Alberta doesn’t just have activities, but moments; more specifically moments that happen with Alberta’s authentic adventures captured in breathtaking landscapes.

It is the experiences that separate Alberta apart from other destinations and this year’s marketing campaign reflects the need to drive awareness of our destination and ultimately increase sales for Alberta’s tourism industry.

Campaign elements will consist of:
-newspaper print ads
-free standing insert
-cable and local television
-inflight with Continental / United Airlines
-search engine marketing
-online display banners
-online video pre-roll
-experiential marketing activity that will be conducted in California in November to create media buzz and social media conversations

Travellers will be directed to the travelalberta.com US website to learn more about Alberta and purchase vacation packages.

These efforts by Travel Alberta are expected to generate exposure to the province with 260,000 website visits and more than 21,000 referrals direct to tourism operators.

Travel Alberta