Contact Information

1011 9th Avenue SE Suite 300
Calgary Alberta T2G 0H7
加拿大
电话: (+1) 403 262 3006
电子邮箱:

Dianne Wilkins

Dianne Wilkins

Chief Executive Officer
Chris Gokiert

Chris Gokiert

President

电话: (+1) 4035600315

Conor Brady

Conor Brady

Chief Creative Officer
Grant Owens

Grant Owens

Chief Strategy Officer
Lee Tamkee

Lee Tamkee

Chief Financial Officer
John McLaughlin

John McLaughlin

Chief Operating Officer
Diane Heun

Diane Heun

Executive Vice President, Business Development

电话: (+1) 508 541 5336

Lisa Penelton

Lisa Penelton

Executive Vice President, Strategy

Basic Info

核心能力: 广告/全方位服务/整合传播, 互联网及数字媒体全服务广告公司, 移动通讯营销, 社交媒体营销, 电子商务, 搜索引擎优化, Web Design, 营销/创意服务, 直销/电话营销/数据库营销/客户关系管理, 品牌内容/娱乐, 市场研究/咨询, 营销技术/分析, 媒介购买/企划, 品牌/产品开发, 战略与策划, 保健, 金融, 技术, 在线服务, B to B, 企业形象,公益,非盈利, 零售, 美容、时装、奢侈品, 旅行和旅游, 消费者

成立年份: 1996

员工: 950

奖项: 177

创意作品: 91

客户: 22

核心能力: 广告/全方位服务/整合传播, 互联网及数字媒体全服务广告公司, 移动通讯营销, 社交媒体营销, 电子商务, 搜索引擎优化, Web Design, 营销/创意服务, 直销/电话营销/数据库营销/客户关系管理, 品牌内容/娱乐, 市场研究/咨询, 营销技术/分析, 媒介购买/企划, 品牌/产品开发, 战略与策划, 保健, 金融, 技术, 在线服务, B to B, 企业形象,公益,非盈利, 零售, 美容、时装、奢侈品, 旅行和旅游, 消费者

成立年份: 1996

员工: 950

奖项: 177

创意作品: 91

客户: 22

Critical Mass

1011 9th Avenue SE Suite 300
Calgary Alberta T2G 0H7
加拿大
电话: (+1) 403 262 3006
电子邮箱:
Dianne Wilkins

Dianne Wilkins

Chief Executive Officer
Chris Gokiert

Chris Gokiert

President

电话: (+1) 4035600315

Conor Brady

Conor Brady

Chief Creative Officer
Grant Owens

Grant Owens

Chief Strategy Officer
Lee Tamkee

Lee Tamkee

Chief Financial Officer
John McLaughlin

John McLaughlin

Chief Operating Officer
Diane Heun

Diane Heun

Executive Vice President, Business Development

电话: (+1) 508 541 5336

Lisa Penelton

Lisa Penelton

Executive Vice President, Strategy

Travel Alberta takes a breath of fresh content

Travel Alberta has updated the creative in its long-standing brand platform as it shifts to a more “always on” content strategy.

The destination marketer launched its “Remember to Breathe” platform in 2011, with creative showcasing the landscapes and scenery of the province that create goosebump-inducing moments.

But as audiences have evolved, so must its strategy, prompting the organization to move from being a campaign marketer to an “always on publisher,” says Tannis Gaffney, VP of global consumer marketing for Travel Alberta.

While the brand platform remains “Remember to Breathe,” with its updated strategy and creative, the organization has shifted to targeting adventure-hungry millennials who value spontaneity and experiences, she says.

The new creative still highlights breathtaking visuals, but it aims to put viewers and travellers more at the centre of the action, something the previous creative didn’t do, says Jared Folkmann, group strategy director at Critical Mass, Travel Alberta’s agency partner.

That said, the campaign is still highlighting exciting, shareable moments, like dog sledding and ice climbing, but through the lens of millennial travellers, including influencers.

The updated “Remember to Breathe” content includes two anthem spots – “Ready” and “Ready to Winter” – but also various video content of different lengths and a multitude of still photography for Travel Alberta’s social channels. The brand has also been leveraging more user-generated content through its social media channels, Gaffney notes.

For this iteration, the brand also used Google’s Jump virtual reality video offering to create as series of 360-degree videos. While they’re being used online, they are also a valuable asset for Travel Alberta’s trade marketing teams, Gaffney says. The updated content also includes “Ready to Roam” videos, each over 90 minutes, showing the drives between various locations in the province and all that can be seen along the way. 

- Read more at: http://strategyonline.ca/2017/10/04/travel-alberta-takes-a-breath-of-fresh-content/