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Travel Alberta hires four agencies

Travel Alberta, the tourism marketing agency of the Government of Alberta, has retained four marketing agencies to manage its campaigns for the next three years. C&B Advertising has been hired to handle creative strategy and content development. Initiative Media Canada has been hired to manage media strategy and distribution. Isobar Canada has been retained to handle digital strategy, while Cardinal Path has been hired to conduct analytics and reporting. These assignments were previously handled by Critical Mass, Hedgehog, Touché and Dentsu Bos.

"Travel Alberta chose four different marketing agencies to capitalize on their specialized areas of expertise and who understand the changing environment of the tourism and digital marketing industries," said Tannis Gaffney, vice-president of global consumer marketing at Travel Alberta. "We have no doubt that each of the agencies selected are capable of living and breathing our brand daily, focusing on driving visitation to all areas of the province, and inspiring the world to experience Alberta."

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