Travel Alberta retains Initiative
By Rob Bale
Tourism organization Travel Alberta has again retained Initiative Canada as its global media agency of record. The firm won the account, which it has held since 2018, in a competitive review. The assignment includes media strategy, planning and buying in North America and Europe for Travel Alberta’s campaigns promoting the province as a travel destination. Initiative will also continue to handle the organization’s co-investment programs and media initiatives with other destination marketing groups and airlines.
“This renewal reflects a partnership that has only grown stronger over the years,” said Tannis Gaffney, chief marketing officer at Travel Alberta. “Initiative understands that our success depends on lifting the entire Alberta tourism ecosystem, not just Travel Alberta, but the destination marketing organizations and partners across the province. Their collaborative approach and media expertise have made them a genuine extension of our team.”