Travel Alberta

Expedia awards Travel Alberta with 2013 North America Innovative Campaign of the Year

Travel Alberta is being recognized by Expedia Media Solutions with the 2013 North America Innovative Campaign of the Year award for its work with the online travel agency. 

Expedia Media Solutions, the advertising sales division of global online travel leader Expedia, Inc., announced the recipients of its 2013 North America Partner Awards at the Expedia Inc. annual partner conference. The North America Partner Awards are presented to original and groundbreaking campaigns in recognition of the exemplary innovation and success in digital marketing and advertising.  

“This is a significant achievement for Travel Alberta,” said Royce Chwin, Chief Marketing Officer at Travel Alberta. “Our strategy is traveller centric. Increasingly travel is booked online through an online travel agency. Expedia is a leader in this realm. Thus our partnership is an important part of our overall strategy to grow tourism revenues for Alberta.”

Building on its traditional objective of growing booking numbers over prior years, Travel Alberta approached Expedia Media Solutions to generate aspirational video content that would increase consumer awareness of Alberta and drive consumers to engage and interact with the brand on social media. Expedia Media Solutions developed a comprehensive custom campaign that combined high-impact and tactical brand placements on and with social media, and Travel Alberta became the inaugural brand partner for the Expedia Viewfinder Travel Blog

The team sent top travel bloggers to Alberta and produced video content around tourist destinations, which served as a Viewfinder blog series and pre-roll within home page video units. During the two-month campaign, display media spurred the number of travellers to Alberta from the U.S. and Canada – more than 133,000 passengers – and resulted in more than 81,000 room nights and 22,250 airline tickets booked. On social media, more than 4.1 million impressions were delivered across Facebook, Twitter and Google+.

To ensure campaigns meet the highest standard, Expedia Media Solutions consults with partners to develop solutions that effectively leverage the Expedia platform and vast partner network. By tapping into Expedia Media Solutions’ expertise and reach, marketers can create cross-brand campaigns that use innovative tactics and drive impactful results like those demonstrated by this year’s North America Partner Awards winners.

“Our consultative approach to partner relationships helps us develop innovative campaigns that effectively deliver against brand objectives,” said Noah Tratt, global vice president, Expedia Media Solutions. “Leveraging their travel marketing insights and experience, our digital consultants strategically build cross-platform campaigns that reach target audiences and move the needle for partners.” 

The annual awards recognize campaigns across four travel marketing categories. This year’s winners include:

2013 North America Innovative Campaign of the Year: Travel Alberta
2013 North America Airline Campaign of the Year: China Airlines
2013 North America Hotel Campaign of the Year: Marriott International 
2013 North America Destination Campaign of the Year: Mexico Tourism Board

Since becoming a Crown corporation in 2009, Travel Alberta has received over 40 awards for marketing and organizational excellence including gold at the Travel Weekly Magellan Awards, platinum at the HSMAI Adrian Awards, and marketing campaign of the year from the Tourism Industry Association of Canada (TIAC).

Travel Alberta