Alberta will begin marketing tourism under a new brand focusing on the unique experiences visitors can enjoy in breathtaking landscapes, Travel Alberta has announced.

Tourism currently attracts more than 22 million visitors annually to Alberta who spend more than $5 billion in the province. 

The industry generates more than $2 billion in annual tax revenue for federal, provincial and municipal governments and employs more than 90,000 people.

“Alberta is blessed with so many real and memorable experiences in one of the most spectacular backdrops in the world and we are confident that we will raise awareness of Alberta with travellers around the world with the message ‘remember to breathe’ when you visit here,” said Bruce Okabe, chief executive, Travel Alberta. 

“This message will differentiate Alberta from competing vacation destinations both in Canada and internationally and underpin our strategy to grow tourism spending in the province by $1 billion by 2016.”

Alberta’s new tourism brand is the result of an 18-month process which included consultation with industry stakeholders representing all regions of the province as well as opinion research with frequent travellers in Alberta’s target tourism markets in Canada, the United States, Europe and Asia/Pacific.

The new brand can be seen in the UK with the current Travel Alberta multi-faceted campaign designed to drive business for the forthcoming ski season.

The campaign, in partnership with Crystal Ski, launched on Monday 17th October and included a range of components including TV advertising, in tube underground advertising, posters at over ground rail stations across the south and east of England and online and social media elements.

TV advertising began earlier this week, with the second tranche of activity in market in January 2012.

The campaign communicates the key messaging for Alberta across the winter season including; variety of product, the creation of unforgettable memories and by partnering with Crystal Ski, will provide a compelling easy to book proposition.