Continuing along their brand journey after the launch in 2011, Travel Alberta has revealed new brand videos and images showcasing authentic experiences in breathtaking landscapes. Brand 2.0 was revealed before Alberta tourism industry partners and operators at the 2012 Travel Alberta Industry Conference during their Annual General Meeting this week in Banff.

“For the next phase of our brand campaign, we tapped into our strongest resource: members of Alberta’s tourism industry,” says Bruce Okabe, Chief Executive Officer at Travel Alberta. “Our new visual content showcases hidden gems and lesser-known stories from all corners of the province, while delivering on our brand promise to create goosebump moments for our visitors.”

Throughout the last year, Travel Alberta travelled to all corners of the province to create new visual content designed to inspire consumers around the globe, while reminding them to (remember to breathe). The content included new Epic brand commercials—similar to the award-winning commercials launched in 2011—as well as short social media-style Alberta Stories vignettes and still shots.

“Our Epic brand commercials were designed to create an emotional connection with travellers and stimulate a desire to travel to Alberta. Alberta Stories will add further depth and colour to people’s awareness of Alberta as a tourism destination by showcasing the people, events and places that define Alberta’s character, ultimately answering the question, ‘what other Alberta experiences can I have?’,” explains Royce Chwin, Vice President of Global Marketing and Communications for Travel Alberta. “After the success of last year’s campaign, we’re very excited about this new phase of our brand evolution.”

The new brand content will be used in marketing campaigns in Travel Alberta’s 12 key markets around the world to showcase Alberta’s authentic experiences in breathtaking landscapes to potential visitors.