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Calgary, AB – Australian boardsports brand Billabong took advantage of Alberta’s champagne powder and outstanding conditions last season to shoot their Fall/Winter 2012/13 campaign. This campaign is part of a new partnership between Travel Alberta and Billabong and will inspire Billabong’s wide consumer reach with Alberta’s breathtaking winter landscapes.
The global campaign features elite snowboarders such as Winter X Games gold medallist Jamie Anderson from the United States, and athletes Eero Niemela and Chris Carr, as they explore Alberta’s Rocky Mountain playground. The shoot took place at a selection of Alberta’s famed ski resorts including Sunshine Village, Lake Louise Ski Area and with KPOW Cat Skiing at Fortress Mountain.
Travel Alberta aligns select global brands that have well established consumer audiences that match our target market which allows the marketing agency to increase brand awareness and promote Alberta as world class travel destination.
“The photo and video assets that Billabong captured during this shoot featured Alberta’s authentic experiences before Billabong fans worldwide,” says Shelley Grollmuss, Travel Alberta’s Executive Director, North America. “This is an ideal opportunity for Alberta to showcase Alberta’s incredible snowboard conditions.”
“Both brands focus their marketing efforts to that youthfully spirited consumer, so this partnership is a great fit for us,” explains Graham Stapelberg, Global VP of Marketing at Billabong. “Alberta’s conditions are without a doubt paradise for boarders; our team was really excited to be on location for this shoot.”
Billabong’s fall/winter campaign has been launched and Alberta images and videos will be seen online, in-store and in print.
Alberta is known for having one of the longest ski seasons in North America with some of the best conditions. For information on skiing and boarding packages visit www.TravelAlberta.com.
For more information or to obtain imagery:
Jessica Harcombe Fleming
Media Relations Specialist, Canada
About Travel Alberta
Travel Alberta is the tourism marketing agency of the Government of Alberta.
At Billabong we are driven by the desire to Inspire Youth.
We have a commitment to innovation, the environment, the community and offering uncompromised quality to all who come in contact with the Billabong brand.
These behaviours shape and mould our actions and control the way we think, feel and create.
The platform we stand upon to Inspire youth comes in the form of surf, skate, snow and wakeboarding lifestyles. Within these realms is a world of style, art, environmental and humanitarian action, music, product, events, personalities and digital activations that all shape the way we communicate.
At the end of the day Billabong’s purpose is to inspire and activate the communities in which we inhabit.