Travel Alberta

Alberta spotlight continues with LA Kings in the playoffs

As a result of Travel Alberta’s partnership with the Los Angeles Kings, there are many more opportunities to highlight Alberta as a tourist destination now that the team has made it to the playoffs of the National Hockey League.

With this partnership, Alberta is highlighted as the preferred travel destination of the Los Angeles Kings and includes in-arena signage at the STAPLES Centre, online exposure, in-market activation and sponsorship of LA Kings Holiday Ice at LA LIVE.

Travel Alberta is maximizing this partnership to introduce authentic summer vacation experiences available to travellers through a variety of events.

During the playoffs, Travel Alberta is promoting golf experiences in Alberta with a 30`x30` 3-hole Alberta golf course outside the STAPLES centre for the LA Kings Fanfests that take place before each home play-off game. Complete with sand trap, trees and grass, fans will be putting to win – envisioning themselves actually playing golf in Alberta.

Camping experiences in Alberta are also being promoted during the playoffs through Bailey’s Playoff Camp Site, presented by Travel Alberta. The LA Kings mascot, Bailey, is camping out at LA LIVE, across the street from the STAPLES Centre, until the start of Game 1 on April 30. The campsite is complete with grass and trees, an 18-foot camp trailer, a picnic table and fire pit. Fans are encouraged to visit Bailey and soak in the camping atmosphere – envisioning themselves camping in Alberta.

Travel Alberta has hosted a number of events in Los Angeles this year as a result of this partnership. In November 2012, thousands of people gathered at Nokia Plaza in downtown Los Angeles to see what Alberta is all about. Activities included a blast of Alberta winter where guests could step inside a snowblast booth, ride a simulated snowboard, view the Northern Lights via a green screen and touch a life-size ice sculpture of sled dogs. Visitors could also climb a rock wall and hit golf balls via a Rocky Mountain golf simulator. Colorful street performers roamed the venue recognizing Edmonton as Alberta’s festival city. And to celebrate the Calgary Stampede, visitors could ride a mechanical bull. Then in March 2013, Travel Alberta showcased Alberta’s festivals and events at the STAPLES Centre, in conjunction with the Calgary Flames playing the LA Kings. A variety of Albertan performers entertained the crowd, including country and pop singers, a drumming group and a hoop dancer. Visitors could ride a mechanical bull, hit golf balls with a golf simulator and climb a rock wall. To give the location that Alberta feel, live trees surrounded an artificial lake (complete with a canoe), where visitors could experience fly-fishing first hand. By stepping into an Alberta forest, even for few minutes, visitors could envision being in Alberta.

This partnership presents a multitude of opportunities for Travel Alberta to connect directly with consumers in Southern California, which is a key market for Alberta. The type of visitor that Travel Alberta is targeting in this market mirrors the typical LA Kings’ fan: young (or young-at-heart), love the thrill and emotional charge of doing things, and experiencing authentic moments.

More information on the Los Angeles Kings can be found at


Travel Alberta