Contact Information

1011 9th Avenue SE Suite 300
Calgary Alberta T2G 0H7
Canada
Telefono: (+1) 403 262 3006
Email:

Dianne Wilkins

Dianne Wilkins

Chief Executive Officer
Chris Gokiert

Chris Gokiert

President

Telefono: (+1) 4035600315

Conor Brady

Conor Brady

Chief Creative Officer
Grant Owens

Grant Owens

Chief Strategy Officer
Lee Tamkee

Lee Tamkee

Chief Financial Officer
John McLaughlin

John McLaughlin

Chief Operating Officer
Diane Heun

Diane Heun

SVP, Business Development

Telefono: (+1) 508 541 5336

Lisa Penelton

Lisa Penelton

SVP, Strategy

Basic Info

Competenze Principali: Digital, Mobile Marketing, Social Media Marketing, E-Commerce, Search Engine Optimization, Servizi di Marketing, Direct/Tele/Database Marketing/CRM, Branded Content/Entertainment, Ricerche di Mercato/Consulenza, Marketing Technologies / Analytics, Media Buying / Planning, Branding / Product Development, Strategy and Planning, Finanza, Tecnología, Servizi Online, Pubblica Amministrazione, Distribuzione, Beauty, Fashion, Luxury Goods, Travel and Tourism, Consumer

Fondata nel: 1996

impiegati: 950

Premi: 174

Creazioni: 79

Clienti: 21

Competenze Principali: Digital, Mobile Marketing, Social Media Marketing, E-Commerce, Search Engine Optimization, Servizi di Marketing, Direct/Tele/Database Marketing/CRM, Branded Content/Entertainment, Ricerche di Mercato/Consulenza, Marketing Technologies / Analytics, Media Buying / Planning, Branding / Product Development, Strategy and Planning, Finanza, Tecnología, Servizi Online, Pubblica Amministrazione, Distribuzione, Beauty, Fashion, Luxury Goods, Travel and Tourism, Consumer

Fondata nel: 1996

impiegati: 950

Premi: 174

Creazioni: 79

Clienti: 21

Critical Mass

1011 9th Avenue SE Suite 300
Calgary Alberta T2G 0H7
Canada
Telefono: (+1) 403 262 3006
Email:
Dianne Wilkins

Dianne Wilkins

Chief Executive Officer
Chris Gokiert

Chris Gokiert

President

Telefono: (+1) 4035600315

Conor Brady

Conor Brady

Chief Creative Officer
Grant Owens

Grant Owens

Chief Strategy Officer
Lee Tamkee

Lee Tamkee

Chief Financial Officer
John McLaughlin

John McLaughlin

Chief Operating Officer
Diane Heun

Diane Heun

SVP, Business Development

Telefono: (+1) 508 541 5336

Lisa Penelton

Lisa Penelton

SVP, Strategy

Travel Alberta takes a breath of fresh content

Travel Alberta has updated the creative in its long-standing brand platform as it shifts to a more “always on” content strategy.

The destination marketer launched its “Remember to Breathe” platform in 2011, with creative showcasing the landscapes and scenery of the province that create goosebump-inducing moments.

But as audiences have evolved, so must its strategy, prompting the organization to move from being a campaign marketer to an “always on publisher,” says Tannis Gaffney, VP of global consumer marketing for Travel Alberta.

While the brand platform remains “Remember to Breathe,” with its updated strategy and creative, the organization has shifted to targeting adventure-hungry millennials who value spontaneity and experiences, she says.

The new creative still highlights breathtaking visuals, but it aims to put viewers and travellers more at the centre of the action, something the previous creative didn’t do, says Jared Folkmann, group strategy director at Critical Mass, Travel Alberta’s agency partner.

That said, the campaign is still highlighting exciting, shareable moments, like dog sledding and ice climbing, but through the lens of millennial travellers, including influencers.

The updated “Remember to Breathe” content includes two anthem spots – “Ready” and “Ready to Winter” – but also various video content of different lengths and a multitude of still photography for Travel Alberta’s social channels. The brand has also been leveraging more user-generated content through its social media channels, Gaffney notes.

For this iteration, the brand also used Google’s Jump virtual reality video offering to create as series of 360-degree videos. While they’re being used online, they are also a valuable asset for Travel Alberta’s trade marketing teams, Gaffney says. The updated content also includes “Ready to Roam” videos, each over 90 minutes, showing the drives between various locations in the province and all that can be seen along the way. 

- Read more at: http://strategyonline.ca/2017/10/04/travel-alberta-takes-a-breath-of-fresh-content/