Edmonton Tourism Launches Winter Campaign, Encouraging Albertans to Book Edmonton Travel This Season

Edmonton Tourism's Air Canada and WestJet campaigns also in progress

• Press Release
• Source: Edmonton Tourism
• On 2:45 pm EST, Thursday November 20, 2008

EDMONTON, ALBERTA--(MARKET WIRE)--Nov 20, 2008 -- With the goal of growing year-round Edmonton travel, Edmonton Tourism launches its winter campaign this week with phase one aimed at increasing Greater Edmonton's share of leisure visitors from across Alberta.

"This year's industry-led winter campaign builds on the last three years of success and gives potential visitors plenty of compelling reasons to come to Edmonton for a great winter holiday" says Ken Fiske, EEDC Vice-President, Economic & Tourism Development.

The Edmonton travel campaign initially targets potential visitors from within Alberta using a multi-media approach that includes direct mail, e-marketing, promotional offers and an anchoring website. Consumers are encouraged to visit the site at www.edmonton.com/liveallyear where they're eligible for an 'instant-win' opportunity and can peruse visitor information and Edmonton vacation packages, find online coupons and enter to win an Edmonton getaway experience.

Phase one of Edmonton's winter campaign (running until Dec. 31) will focus on the holiday season. Phase two (mid Jan. to Feb. 28) will expand to include key markets in Saskatchewan, Yukon, Northwest Territories and northern British Columbia.

Again this year, an important campaign component includes the Visiting Friends and Relatives initiative, which encourages Edmontonians to become tourism ambassadors for the region. Local residents can invite friends and family from outside the region to visit Edmonton, Alberta. By sending an e-postcard to an out-of-market friend or relative, website visitors become eligible to win a $500 West Edmonton Mall shopping spree for themselves and their friend or family member.

Provincial campaign leveraged to national/international markets

Business and leisure travellers in national and international markets are also being encouraged to visit Greater Edmonton by way of simultaneous campaigns running with Air Canada and WestJet.

In-flight advertising will expand the campaign's reach into national and U.S. travel markets through the winter. Air Canada and WestJet magazines and websites plus Air Canada's in-flight video messages will entice visitors to consider Greater Edmonton as a travel destination and plan Edmonton vacations.

The 2008/2009 winter tourism campaign is a partnership between Edmonton Tourism, Destination Marketing Hotels, the Edmonton and Area Tourism Destination Region and Travel Alberta International.

Edmonton Tourism, a division of Edmonton Economic Development Corp. (EEDC), is responsible for marketing Greater Edmonton as a preferred destination for leisure travel, business travel and film production.

     Contacts:
     Media Contact:
     Edmonton Tourism
     Lesley MacDonald, Director, Media Relations
     (780) 969-0463
     Email: lmacdonald@edmonton.com