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New Marketing Campaign Uses Cinemagraphs to Stop Time and Capture the Thrill of Alberta

To excite and inspire travellers, Travel Alberta has launched a ground-breaking new marketing approach that captures the feeling of snowshoeing, skiing or snowboarding in the Rocky Mountains.

Travel Alberta has developed innovative new ads to let potential travellers literally stop time and experience the thrill for themselves. The ads leverage cinemagraphs, innovative “living photos” that combines subtle movement with a photograph to give the viewer a unique feeling of motion.

“Alberta’s Rocky Mountains are undoubtedly one of the most breathtaking places on earth, and we often talk about how time slows down or even pauses when you’re mid-air on skis,” said Phil Klassen, vice-president of global consumer marketing at Travel Alberta. “That’s the moment of thrill that we were really trying to capture”

Each of Travel Alberta’s cinemagraphs feature athletes staged in climactic moments, frozen in time and place. For example, in the skiing cinemagraph, the skier stops mid-air, the Rocky Mountains disappear, and the viewer sees the athlete completely removed from context for maximum effect. Check out each of the ads that capture the thrill of skiing, snowboarding and snowshoeing.

The ads were all filmed in Alberta and feature Alberta athletes in action. While marketing and tourism organizations around the world now use cinemagraphs, this is the first time that they have been developed in 360 degrees, part of our work to remain creative, innovative and responsive to the needs of our traveller.

This is the second time Travel Alberta has built a campaign around cinemagraphs. Last year, Travel Alberta developed an award-winning suite of cinemagraphs that showcased experiences from across the province, from blowing wheat fields to dancing northern lights. Industry partners can access these videos online from any device.

For industry, combining these videos with traditional advertising, posting them on your website, and leveraging through social media channels may help potential travellers understand what your region, and the province as a whole, can offer.


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