You are using an outdated browser. Please upgrade your browser to improve your experience and security.

Skip to main content
Text Size:


More than 18-months since Travel Alberta’s winter 2019/20 campaign was paused due to COVID-19 restrictions, our winter 2021/22 marketing campaign is officially live. This multi-channel campaign is designed to position Alberta as a top winter destination by showcasing best-of-Alberta moments to Ultimate Travellers across a diverse set of tactics.

This campaign takes a unique joint marketing approach that includes collaborations with Destination Canada, Alberta’s NorthStar Destination Marketing Organizations (DMOs), and tourism industry partners throughout Alberta.

U.S. WINTER CAMPAIGN: Winter is Deeper

Winter is Deeper is a pilot partnership campaign with Destination Canada that has the overarching creative concept of celebrating the qualities that make winter in Canada a deeper, one-of-a-kind experience, ultimately positioning Canada as the ‘home of winter’.

Travel Alberta is working in collaboration with Destination Canada as one of three partnered Provincial Marketing Organizations (PMOs), along with Destination B.C. and Tourism Quebec, to target Destination Canada’s High Value Travellers and Travel Alberta’s Curious Adventurers in California and Texas. As an additional partnership layer, Travel Alberta will be highlighting the winter offerings of participating DMOs and tourism operators, including Tourism Calgary, Explore Edmonton, Tourism Jasper, Banff & Lake Louise Tourism, SkiBig3, Fresh Tracks Canada and Contiki.

Leveraging existing Winter Warmth assets, the campaign aims to grow awareness and interest in our province as a winter travel destination, and drive consideration and ultimately bookings for winter and ski experiences. Once consumers move through the awareness and consideration phases of the marketing funnel, they are led through the preference phase to book their trips and experiences.

In the Destination Canada-led awareness and consideration portions of the campaign, some of the notable tactics include digital audio ads on podcast platforms such as Apple and Spotify, amplification of creative on key social platforms (Facebook, Instagram, Pinterest, Twitter, YouTube), showcasing Canada through in-flight entertainment on United Airlines and American Airlines, and a partnership with The New York Times to position Canada as a winter “wander-land” through custom executions across desktop, mobile and print.

The Travel Alberta-led preference portion of the campaign includes Google discovery ads promoting partners’ winter offerings, on-site and off-site placements on Expedia to drive users to book their Alberta winter vacation, and paid social media ads promoting and encouraging bookings on Facebook and Instagram.

What Winter is Deeper looks like

Winter Campaign

As Alberta industry partners, you have access to a wide selection of images to use in your marketing. Find these and more winter images in Travel Alberta’s Multimedia Library using the search term ‘winterwarmth’.

Explore the “Winter is Deeper” hub on Travel Alberta’s consumer website for ideas and more information.

Ghostbusters: Afterlife

Film tourism is on the rise in Alberta, with lots of movies being filmed in the province. As you may know, Ghostbusters: Afterlife, the latest iteration of the iconic Ghostbusters movies, was shot in several Alberta communities, including Beiseker, Calgary, Crossfield, Drumheller and Fort Macleod. We knew we needed to capitalize on the excitement surrounding the film’s release to raise awareness of Alberta as a travel destination among fans of the film and other fans of the genre.

We will be activating three tactics that focus on strengthening connections between Alberta, the film talent and icons.

  1. In collaboration with Sony Pictures Entertainment, we will utilize sight, sound and motion to evoke excitement for Alberta by running a 30-second spot prior to the Ghostbusters: Afterlife movie during the pre-show presentation in theatres in target U.S. markets. Cinema is a highly engaging and high-impact ad format where we can reach our target audience without distractions, helping to drive reach and awareness.
  2. Establish a connection between Ghostbusters and Alberta through video ads on Facebook, Instagram and Twitter. By amplifying the magnificent creatives on social platforms, the goal is to attract our target American audience and get them to visit their favourite movie location.
  3. Generate awareness by captivating Americans through high impact ad formats on premium publisher sites, such as Desktop Skin and Mobile Footer, to exhibit the magnificent Badlands to targeted audiences. Destination branding can have a great deal of influence on an audience and could be a major factor in driving tourism.

By capitalizing on this unique big screen opportunity, our goals are to increase interest from U.S. travellers in key Alberta locations featured on the film and tourism product related to the film. These tactics will be live in California and Texas from November 19 until mid-December.

NorthStar DMO Search & Social Pilot Program

Travel Alberta is targeting Canadian audiences and Ultimate Travellers through a search engine marketing and social media pilot with Alberta’s five largest DMOs: Tourism Calgary, Explore Edmonton, Tourism Jasper, Banff Lake Louise Tourism and Tourism Canmore Kananaskis, as well as Indigenous Tourism Alberta.

By integrating search and social efforts between Travel Alberta and the DMOs, Team Alberta will drive efficient results, reduce duplication of efforts, maximize reach, drive leads direct to DMO websites, and reach the most qualified travellers by leveraging Travel Alberta’s dynamic creative and Ultimate Traveller audiences.

Travel Alberta successfully launched this program in spring 2021 with the first phase of the campaign running from June to September 2021. The second phase will run from November 2021 to March 2022.


Finally, Travel Alberta is working directly with Expedia to target Canadian, American and U.K. “travel shoppers” through on-site display banners, sponsored content and retargeted ads.

Ads will run on the and platforms in the U.S., Canada and the U.K. to reach travel shoppers who are scouting for ski vacations, using our beautiful creatives to incite desire and prompt bookings to Alberta. These campaigns are live and will run through to the New Year.

How You Can Get Involved


As always, please like, comment, and share posts from Travel Alberta’s traveller social channels with your audiences to help amplify this message.

Please also continue to use #ExploreAlberta to share content to and engage with potential travellers.

Destination Development Managers

Portrait of Christopher Smith

Christopher Smith

Wildlands & Northern Rockies

Portrait of Chris Down

Chris Down


Portrait of Lisa Lima

Lisa Lima

West Country & Central Prairies

Portrait of Andi Dzilums

Andi Dzilums

Canadian Badlands & Historic Plains

Portrait of Cameron Spence

Cameron Spence

Foothills & Canadian Rockies

Portrait of Yvonne Chau

Yvonne Chau

Southern Rockies & Calgary

Portrait of Rene Rondeau

Rene Rondeau

Edmonton & Fort McMurray Wood Buffalo

You may also be interested in