Context
In 2023, Albertans spent $6.8B on travel to other provinces within Canada, one of the highest per capita spends in the country. The majority of these travellers head west through the Rockies to BC destinations or take day trips to Alberta's iconic mountain destinations. Travel Alberta's wanted to reduce this “travel deficit” by encouraging residents of Calgary and Edmonton to re-discover lesser-known destinations around the province during summer 2023.
Insight
From badlands to the foothills, every region in Alberta offers distinct experiences within a few hours' drive from our two major cities. In fact, it can feel like a true getaway without having to drive very far.
Execution
Launched in late spring as Albertans began to plan for the holidays, “Alberta's One Day Getaways” mixed inspiration with practical planning tools. A 90-second anthem video, To Be Albertan, debuted during the Edmonton Oilers playoff run, celebrating the province's identity and sparking emotional pride. Radio spots, social carousels, and curated itineraries promoted destinations within three hours of Calgary and Edmonton. Each digital touchpoint drove audiences to regional landing pages with detailed trip ideas. Results exceeded expectations: 35M campaign impressions, and an impressive 75% view-completion-rate showed us that Albertans are ready to hit the road to support their province.
