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Travel Alberta announces marketing agency partnership

Calgary, AB, July 13, 2018 – Travel Alberta is partnering with four marketing agencies who will provide strategic, tactical, creative and analytical marketing programs over the next three years.

As we support the Government of Alberta’s goal of growing Alberta tourism revenues to $10 billion by 2020, we are confident that the industry-leading strategies and tactics by each of these organizations will shape the Alberta brand and grow market share, providing economic benefits for the province of Alberta.

The successful agencies are:

  • Creative Strategy and Content Development: C&B Advertising
  • Media Strategy and Distribution: Initiative Media Canada Inc.
  • Digital Strategy and Experiences: Isobar Canada
  • Analytics/Reporting: Cardinal Path

“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. 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”

– Tannis Gaffney, Vice President, Global Consumer Marketing, Travel Alberta

“Travel Alberta has always been very near to our heart, having worked together since 2012. To re-engage with Travel Alberta to support their team of leading tourism marketers is like coming home in many ways. We are very much looking forward to working on the consumer business once again with the team and their new agency partners.”

– Leigh Blakely, Managing Partner, C&B Advertising

“We are beyond thrilled to partner with a top tier, Canadian marketing organization like Travel Alberta. A great chemistry between Initiative and the Travel Alberta team shone through during the pitch process, one based on our shared passion for driving media and marketing excellence. It’s an honour to support the mandate of this amazing Canadian destination – and a challenge that we accept with pride and passion.”

– Helen Galanis, President, Initiative Media Canada Inc.

“Our passion for adventure and exploration puts us right at home in partnering with Travel Alberta. This opportunity allows us to extend the province’s landscape and culture into rich, immersive digital experiences. Our integrated team is thrilled to be appointed as Travel Alberta’s new compass for navigating the digital economy, as we collaborate together to create breakthrough campaigns that leverage technology to empower global travelers to experience the breathtaking beauty of the province. “

– Jeff Greenspoon, CEO, Isobar Canada and Innovation Lead at Dentsu Aegis Network

“We are delighted to have been selected to build upon Travel Alberta’s culture of data-driven marketing. As a long-time client of our analytics practice, Travel Alberta is an ideal partner for Cardinal Path with a strong, digitally-forward team who are passionate about bringing the rich Alberta experience to travelers around the world and are willing to take educated risks guided by data. Our partnership is also significant on a personal level for many of Cardinal Path’s team members across Canada and the United States., many of whom have lived, worked, or have wonderful memories of holidays time spent in Alberta. We are excited to be part of an initiative that drives more people to experience this incredible province.”

– David Eckman, Chief Technology Officer, Cardinal Path

Travel Alberta would also like to thank our previous media agencies Critical Mass, Hedgehog, Touché and Dentsu Bos for their work over the past few years. We will honour our existing contracts and work with new and existing suppliers to ensure as seamless a transition as possible.


To learn more about Travel Alberta’s strategy and programs visit industry.travelalberta.com.

Media Contact:

Danielle Vlemmiks
Director, Stakeholder Engagement and Communications
Travel Alberta
(403) 648-109[email protected]

About Travel Alberta:

Travel Alberta is Alberta’s tourism marketing agency. We showcase Alberta tourism experiences to potential travellers across Canada and the world. Travel Alberta provides marketing expertise and destination development support to Alberta-based tourism businesses, creating compelling reasons for travellers to explore Alberta.

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