Travel Alberta debuts next phase of experiential brand

October 25, 2012

Travel Alberta debuts next phase of experiential brand

by Travel Alberta

Epic brand commercials and Alberta Stories delve deeper into Alberta’s tourism experience

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Calgary, Alberta – Continuing along their brand journey after the launch in 2011, Travel Alberta has revealed new brand videos and images showcasing authentic experiences in breathtaking landscapes. Brand 2.0 was revealed before Alberta tourism industry partners and operators at the 2012 Travel Alberta Industry Conference during their Annual General Meeting this week in Banff.

“For the next phase of our brand campaign, we tapped into our strongest resource: members of Alberta’s tourism industry,” says Bruce Okabe, Chief Executive Officer at Travel Alberta. “Our new visual content showcases hidden gems and lesser-known stories from all corners of the province, while delivering on our brand promise to create goosebump moments for our visitors.”

Throughout the last year, Travel Alberta travelled to all corners of the province to create new visual content designed to inspire consumers around the globe, while reminding them to (remember to breathe). The content included new Epic brand commercials—similar to the award-winning commercials launched in 2011—as well as short social media-style Alberta Stories vignettes and still shots.

“Our Epic brand commercials were designed to create an emotional connection with travellers and stimulate a desire to travel to Alberta. Alberta Stories will add further depth and colour to people’s awareness of Alberta as a tourism destination by showcasing the people, events and places that define Alberta’s character, ultimately answering the question, ‘what other Alberta experiences can I have?’,” explains Royce Chwin, Vice President of Global Marketing and Communications for Travel Alberta. “After the success of last year’s campaign, we’re very excited about this new phase of our brand evolution.”

The new brand content will be used in marketing campaigns in Travel Alberta’s 12 key markets around the world to showcase Alberta’s authentic experiences in breathtaking landscapes to potential visitors.


NOTE TO EDITORS: Media assets accompanying this story are as follows:

View and share: 3-min compilation Epic Brand Commercial

View and share: 3-min compilation Alberta Stories

For more information or to schedule an interview:
Jessica Harcombe Fleming
Media Relations Specialist, Travel Alberta
(office) 403.648.1044 (cell) 587.894.2257

About Travel Alberta

Travel Alberta is the tourism marketing agency of the Government of Alberta:




Epic Brand Commercials

Footage captured during the filming of these videos features highlights of 12 tourism experiences from around the province including:

  • Kitesurfing in Waterton Lakes National Park
  • Camping and watersports, Central Alberta
  • Exploring Alberta Parks, Writing on Stone Provincial Park and Waterton Lakes National Park
  • Float planes and fishing, Alberta North
  • Alberta Prairie Railway, Stettler
  • Small Town Southern Alberta rodeo, Writing on Stone Provincial Park
  • Wildlife viewing (bison), Waterton Lakes National Park
  • The energy of Calgary at night
  • Cultural attractions in Edmonton
  • Hot Air Ballooning, Edmonton River Valley
  • Hiking in Red Rock Canyon, Waterton Lakes National Park
  • Road Trips, Writing on Stone Provincial Park

Alberta Stories

15 authentic stories introducing our diverse character and characters – showcasing the people, events, places, and experiences that define Alberta including:

  • Cattle Drive at Sierra West, Lundbreck
  • Medalta & The Historic Clay District, Medicine Hat
  • Ellis Bird Farm, Lacombe
  • Bodo Archaeological Site, Provost
  • Ponoka Stampede
  • Grand Rapids Wilderness Adventure, Athabasca
  • Hinton Bike Park
  • Iron Horse Trail ATVing
  • Peace River Motorcycling
  • Elk Island National Park, near Edmonton
  • Edmonton Culinary Experiences
  • Canada Olympic Park, Calgary
  • Calgary’s ‘Farm to Fork’ Dining
  • Jasper’s Dark Sky Preserve
  • Abbot Pass Hut, Banff National Park

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