CASE STUDY
Travel Alberta: The Art of Winter
We got future travellers to think about experiencing their own Alberta winter with an immersive digital world they could explore, created by local Albertan artists.
Results
The Art of Winter campaign over-achieved on campaign commitments and key performance indicators, and surpassed applicable Globe and Mail benchmarks.
XX%
traffic increase when there is a major event politically, financially or culturally
XX%
traffic increase when there is a major event politically, financially or culturally
XX%
traffic increase when there is a major event politically, financially or culturally
Challenge
Inspire Canadians (adults ages 18-54) to consider Alberta-bound leisure travel this winter by delivering Travel Alberta’s winter promise cohesively across all channels.
Invite Canadians to plan a winter holiday in Alberta by romanticizing the season and revealing the comfort, warmth and escape it can offer visitors.
Strategy
Amid COVID-19 restrictions, The Globe Content Studio engaged Alberta artists to capture the essence of winter. Through digital immersion, we brought Alberta’s winter to Canadians safely, amplifying diverse voices. Our multi-touchpoint strategy, spanning digital and print, ensured wide-reaching engagement for Travel Alberta.
Thank you to the whole team yet again for their hard work on this project and ensuring its strong performance. Internally we talk about how our success is dependent on two factors: the final work, and the experience of working on it. In both areas your team delivered to the highest caliber and we look forward to future projects.
CHRIS GAIRDNER, CONTENT DIRECTOR, INITIATIVE MEDIA
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