TRAVEL ALBERTA LAUNCHES $4 MILLION CAMPAIGN
By Adnews Staff
Travel Alberta is spending $4 million on a multimedia advertising campaign to attract travellers to the province. The campaign is running primarily in the U.S. with a focus on the Pacific Northwest, Texas, California and Illinois markets, Don Boynton, director of communications for Travel Alberta, said. In Canada the campaign is running in the Toronto market. Boynton said research showed most of the visitors to the province came from these markets. Television, radio and print advertising, from FWJ Advertising - Public Relations of Calgary, will be supported with a Travel Alberta Web site (http://www.travelalberta.com), trade show promotions, collateral materials and a direct mail campaign. Travel Alberta is targeting frequent travellers in the 35- to 65-year-old age group.