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Canadian Connection
'Bring Your Boots' To Alberta
Travel Alberta has launched a new marketing campaign aimed at long-haul travelers in key North American markets, inviting them to bring their boots and experience everything Alberta has to offer. "Bring Your Boots" taps directly into what travelers love most about a vacation in Alberta – the chance to get out and do different things.

“Bring Your Boots” is not just a reminder; it's a heartfelt and compelling invitation for travelers to share in the countless travel experiences Alberta has to offer around our province,” said Travel Alberta vice president, marketing Jon Mamela. “Consumers in our key markets are being courted by countless destinations around the world. We feel strongly that Travel Alberta's new campaign will stand out amongst the crowd.”

In addition to colorful print advertisements running in major U.S. and Canadian newspapers, interactive banner ads and a 60 second video will appear on high-traffic news, social media outlets, and travel Web sites, with the invitation for consumers to visit Alberta and bring their boots. Eye-catching images of extended boot-clad legs against a backdrop of iconic Alberta scenery and attractions will give the ads a quirky and playful feel. The campaign was created by Calgary-based Karo Group.

Research of potential travelers fitting the Canadian Tourism Commission's award-winning consumer segmentation indicated that travelers from New York, LA and Toronto look to Alberta to provide an authentic outdoor adventure within breathtaking natural beauty. The campaign will drive travelers to TravelAlberta.com, where they will be served a full range of opportunities to experience what Alberta has to offer.

About Travel Alberta
Travel Alberta is the tourism marketing agency of the Government of Alberta. For more information on Travel Alberta, please visit www.travelalberta.com.

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