Travel Alberta moves mountains to attract U.S. tourists
CALGARY, Alberta – Travel Alberta today unveiled an innovative new nighttime guerilla marketing campaign featuring a five-minute video loop projected onto the facades of buildings in several high traffic locations in New York City, Los Angeles and Long Beach, Calif. The ads invite passersbys to visit www.gocanadianrockies.com and entice them to come to Alberta for their summer holidays.
The dual projection video loop shows tenants of an imaginary apartment complex climbing out their window in one frame, traversing across an evergreen tree, and stepping directly into the wilds of the Canadian Rocky Mountains in the frame on the other side to enjoy horseback riding, golfing, fly fishing, and mountain biking.
"We wanted to vividly show off the stunning secluded splendor of Alberta's panoramic mountain landscapes," says Derek Coke-Kerr, Managing Director, Travel Alberta. "These unique ads will help us break through the clutter in our key markets and connect with people in a very engaging manner and engage them emotionally in the wonderful outdoor pursuits Alberta has to offer."
Venture Communications Ltd of Calgary was responsible for creative development of the ads. The films were produced by Calgary-based Joe Media, and execution of the dual projections is being managed by GoGORILLA Media of New York.
Jon Mychajlyszyn, Venture's Creative Director for the campaign, explains the creative strategy behind the execution by saying: "Our strategy was to demonstrate ‘escape' from the concrete and brick urbanscape to the peace and serenity of the Rocky Mountains. The biggest challenge was to find a way to effectively communicate all of the unique vacation opportunities Alberta offers. Video projection technology was the perfect solution.”
Two truck-mounted projection units are being used to show the video loop throughout the evening at each site, starting June 10th and running for five consecutive nights. The three projection locations are: (1) 757 S Flower St, Los Angeles, Calif; (2) 433 Pine Ave, Long Beach, Calif; and (3) Houston St and Ave B, New York City, N.Y.
About Travel Alberta:
Travel Alberta is the Destination Marketing Organization for the province of Alberta. For more information, please visit www.travelalberta.com
About Venture Communications:
Venture Communications is one of Canada's largest independent marketing communications firms, with offices in Calgary, Toronto, and Ottawa. For more information, please visit www.openminds.ca
June 11, 2008
Posted in: Canada