Travel Alberta is Sending Six People on a Rockies Epic Adventure
With Albertans anticipating another great winter season at its six major resorts, Travel Alberta has launched an integrated campaign, including a contest to win a trip for six, urging Ontario and key US markets to Make It Epic this winter in the Canadian Rockies. The talk value and pass on rate of this contest is exactly what is needed to break through the clutter and reach our target audience said Wade Harper, Executive Director, The Americas, Travel Alberta.
November 27, 2009 — The Make it Epic idea is a straight call to action to our key demographics. They want adventure. And they want to experience the best to have a getaway thats worth talking about, said Rare Method Creative Director, Dave McKean. We want them to know that theyll find it all in the Canadian Rockies.
The pinnacle of the campaign is a contest for a Rockies Epic Adventure for six. Participants build their teams by logging onto Facebook Connect from the contest page. They then assign friends and family to various personas like The Wingman, The Weatherperson, and The Princess.
The talk value and pass on rate of this contest is exactly what is needed to break through the clutter and reach our target audience said Wade Harper, Executive Director, The Americas, Travel Alberta.
The integrated campaign builds on previous success of SkiCanadianRockies.com, extending it to include event marketing, online video, online display, search, print, and the social web for the 2010 season. In a do more with less kind of year, we think the contest will resonate with a passionate, snow seeking, fun loving audience. Travel should be nothing less than amazing, and people who take this trip – contest win or not – will have a truly epic vacation in one of the worlds iconic ski destinations. said Geoff Plewes, Director of Client Marketing at Rare Method.
Contest entrants can build their epic winter team by visiting www.SkiCanadianRockies.com, starting November 19.
Rare Method is a leading marketing firm with a digital DNA that designs, builds and optimizes strategic integrated marketing programs.
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