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Travel Alberta Campaign Wins Gold Travel Weekly Magellan Award

Travel Weekly has selected Travel Alberta’s Vacation Like a King marketing campaign as a Gold Magellan Award winner in the Destination Marketing – Advertising/Marketing Campaign category. All winners will be highlighted in an upcoming issue of Travel Weekly.

Travel Alberta partnered with the LA Kings during the 2014-15 hockey season on the campaign that created and launched a new Vacation Like a King brand. An influencer and advocacy strategy using the LA Kings voice was used for this campaign: rather than Travel Alberta talking about Alberta to Kings fans, this new approach saw the LA Kings talking to LA Kings fans about Alberta.

“We had the LA Kings mascot, a loveable lion named Bailey, spearhead the creative as the key advocate of Alberta,” explained Taylor Dean, Specialist Partnership Marketing at Travel Alberta. “Our creative execution included influencer marketing and a strong digital presence to inspire Kings fans to add Alberta to their bucket lists.”

“The LA Kings partnership and influence in the crowded LA marketplace has been a key piece of the marketing mix allowing Travel Alberta to gain traction and visitation into Alberta from Californians,” said Jasmine Thompson, Director of Consumer Marketing USA at Travel Alberta. “From 2014 to 2015, Alberta saw airline seat capacity increase of 11% from LAX into Calgary and Edmonton international airports.”

Travel Weekly and TravelWeekly.com are the most influential B2B news resources for the travel industry. Via a multimedia portfolio of products, Travel Weekly and TravelWeekly.com deliver all the late-breaking news, analysis and research that travel professionals need to succeed.

“The creativity that travel industry marketers and designers display to inspire travel and enhance the travel experience continues to impress our expert judges and readers,” said Arnie Weissmann, editor in chief of Travel Weekly. “This year’s winners continue to raise the bar, establishing themselves as not just the most talented and creative people in the travel industry but among the most creative and talented of any industry.”

The Travel Weekly Magellan Awards honour a broad range of industry segments including hotels and resorts, travel destinations, cruise lines, online travel services, airlines and airports, travel agents and agencies, tour operators and car rental companies.

“These prestigious awards reflect the creativity and success of our marketing campaigns and partnerships,” said Phil Klassen, Travel Alberta Vice President, Global Consumer Marketing. “Just as important is how these awards raise Alberta’s profile as an outstanding tourism destination.”

This year marks the fourth year in a row that Travel Alberta has been recognized by Travel Weekly. Past wins include:

  • 2014 Gold for 241 Moments in Alberta
  • 2014 Silver for Best Ski Destination
  • 2013 Gold for There Is
  • 2013 Gold for Best Adventure Destination
  • 2012 Gold for (remember to breathe) 

Since becoming a Crown corporation in 2009, Travel Alberta has received over 60 awards for marketing and organizational excellence, including platinum at the HSMAI Adrian Awards, marketing campaign of the year from the Tourism Industry Association of Canada (TIAC) and five Golden City Gate Awards at ITB Berlin.

Videos from the Vacation Like a King campaign can be viewed on YouTube.


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