Travel Alberta Launches New Tourism Brand for Alberta

Travel Alberta, the tourism marketing agency of the Government of
Alberta, hopes to encourage tourists to “remember to breathe” as part of their new tourism brand for Alberta.

Bruce Okabe, CEO of Travel Alberta, said, “This message will differentiate Alberta from competing vacation destinations both in Canada and internationally and underpin our strategy to grow tourism spending in the province $1 billion by 2016.” Alberta currently attracts more than 22 million visitors annually, who spend more than $5 billion in the province. The industry employs more than 90,000 people.

Jack Hayden, minister of Alberta Tourism, Parks and Recreation, said, “Travel Alberta has worked with our tourism industry to embrace a new approach to marketing our province – one that aligns with the Alberta brand launched two years ago.”

The new tourism brand is a result of an 18-month process which included consultation with industry stakeholders representing all regions of the province as well as opinion research with frequent travellers in Alberta’s target tourism markets in Canada, the United States, Europe and Asia. Travel Alberta’s winter consumer campaign in the United States and Canada will launch the first phase of the new brand and it will include multi-media campaigns with TV commercials, print advertising, social media and a new website.

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