The global travel industry is at a pivotal point as travel resumes following three years of unprecedented challenges. Leveraging pent-up demand for travel will be key to accelerating recovery and growing Alberta’s visitor economy.
The Travel Alberta Destination Promotion Team is at the forefront of national, provincial, and international marketing to proactively promote the return of tourism to Alberta. The selected Vendor will implement our media relations strategy to increase the consideration of Alberta as a travel destination to the USA market.
As Travel Alberta strives to generate awareness, consideration, and conversion with limited resources in the highly competitive and crowded media landscape, we will rely on relevant and efficient strategies and tactics to disseminate the Travel Alberta brand. The brand is designed to help differentiate Alberta from other destinations, create fame for the province and be true to our people and places. As we relaunch the province to the world, we will leverage Alberta’s independent spirit, incredible spaces, and welcoming faces in all we do. We will continue to draw visitors with the iconic visual landscapes we are known for, and we will celebrate our unique people and cultures, which make us a little different than the rest of the country.
Travel Alberta is looking for the ideal public relations agency partner to help us achieve our organizational goals. The selected agency should have deep expertise in earned media, public relations and content/brand partnership opportunities with major USA publishing houses such as Conde Nast, Meredith, and Hearst, for example. Under the direction of the Director of Marketing and led by the Media Relations Manager, this agency should be a world-class leader in developing and executing comprehensive multi-channel travel media relations strategies that promote tourism to Alberta.
The strategy will be created in alignment with Travel Alberta’s Global Marketing Strategy and will include a MR/PR plan for the USA market, which includes pitch ideas, implementation of timelines, targeted media lists and measurable results, ultimately generating positive earned media stories. The strategy will support Travel Alberta’s consumer and travel trade initiatives for the next three years. Travel Alberta’s consumer efforts within the USA encompass geographic areas served by direct flight access to Alberta’s major cities of Edmonton and Calgary.
