Travel Alberta

KLM and Travel Alberta work together on award winning campaign

Travel Alberta’s Wintersport in Canada campaign has won a prestigious SAN Award from the Dutch Association of Advertisers. Done in partnership with KLM, the campaign won against eleven other nominees in the leisure category including the De Telegraaf (the largest Dutch daily morning newspaper), Amsterdam Airport Schiphol (Netherland’s International Airport), among others. 

“We are honoured to be sharing this very prestigious recognition with KLM,” said Bruce Okabe, Travel Alberta’s Chief Executive Officer. “KLM is a key global partner and working together on initiatives like these help both of us grow tourism to Alberta.”   

The central element of the campaign was an interactive website featuring a key visual where the Netherlands and Canada appear to share a border. A supporting Facebook page featured a contest asking participants to place a digital ‘like’ on a map, placing it in the winter sports destinations of Banff, Lake Louise and Jasper. At the end of the campaign, the ‘Real Likes’ were brought to Alberta in the form of mittens and distributed to locals. These mittens came with a card displaying the profile photo and Facebook address of the Dutch participant. Images and video of the journey the mittens took was shared on Facebook and captivated thousands of Dutch Facebook fans for weeks. 

Watch the case film of the campaign on youtube:

The SAN is the second prestigious award for this very successful marketing campaign – it won Marketing Campaign of the Year in the Canadian Tourism Awards last year.

Since April 1, 2009, Travel Alberta has earned more than 25 awards related to excellence in tourism marketing, including three Golden City Gate awards during ITB Berlin, platinum at the HSMAI Adrian Awards, and marketing campaign of the year from the Tourism Industry Association of Canada (TIAC).

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