Context
Tourists and influencers continue to click, post, and share, creating a cycle that drives more and more people to the same locations. But there are destinations out there that go unvisited, unposted, and—can you believe it—unliked. As part of Alberta’s sustainable tourism initiative, we needed to find a way to move people to the other worthy locations and attractions in the province.
Insight
People are increasingly steered by social media, algorithms, and influencer posts. Let's break these constructs in a lighthearted way, create some sympathy, and bring back organic and authentic discovery of beautiful destinations.
Execution
Our campaign challenged visitors to venture to lesser-visited—but by no means lesser-loved—destinations within our province. We poked fun at influencer culture and “grammable moments” through a lighthearted PSA-style online video that asked people to look beyond top ten lists. Social executions showcased the many hidden gems we have in the province with playful headlines that leaned into social media terminology.
