Travel Alberta targets California and Texas in latest ad campaign
A new Travel Alberta ad campaign is focusing on two major American states in an effort to boost the province's sputtering tourism revenue.
Radio and television ads recently launched in both Texas and California tout Alberta's vibrant big cities and mountain towns.
One radio spot calls the province a great place to learn how to ski.
"Always look up, not down," it says. "That is up, to Alberta, Canada. Where your unsightly tumbles are a thousand miles out of sight, surrounded by skiers you'll never see again and the breathtaking beauty of the Canadian Rockies."
"The human species has existed on wanderlust for tens of thousands of years, so that's not going to stop," Travel Alberta CEO David Goldstein told CTV News. "When it's time to (travel again), there is going to be a huge competition with other destinations. They're all looking at this pent-up demand and they all see the same traveler base. We want to be part of the mix."
Goldstein says Californians and Texans have been known to visit in the past, and a number of direct flights to Alberta make their planning a little simpler.
"We have to start building intent for Americans in consideration of our destination versus other destinations to go to," Calgary Hotel Association executive director Sol Zia said. "(They) spend between 20 and 30 per cent more per day than domestic travellers."
But there's still the issue of a U.S. travel advisory warning of a surge in COVID-19 cases in Canada.
Goldstein says the campaign is less focused on the now -- rather, he'd like to see Americans consider Canada in the spring and summer months.
"I think that's largely a misunderstanding of the buying cycle of travel and how long it is," he said. "It's not like a Frito-Lay commercial, and you're going to go to the supermarket now and buy Cheetos. It's about that long term."
The campaign will also include billboards and social media advertisements.
CTVNews.ca Top Stories
American millionaire Jonathan Lehrer denied bail after being charged with killing Canadian couple
American millionaire Jonathan Lehrer, one of two men charged in the killings of a Canadian couple in Dominica, has been denied bail.
Health Canada to change sperm donor screening rules for men who have sex with men
Health Canada will change its longstanding policy restricting gay and bisexual men from donating to sperm banks in Canada, CTV News has learned. The federal health agency has adopted a revised directive removing the ban on gay, bisexual and other men who have sex with men, effective May 8.
Nearly half of China's major cities are sinking, researchers say
Nearly half of China's major cities are suffering 'moderate to severe' levels of subsidence, putting millions at risk of flooding especially as sea levels rise.
Judge says 'no evidence fully supports' murder case against Umar Zameer as jury starts deliberations
The judge presiding over the trial of a man accused of fatally running over a Toronto police officer is telling jurors the possible verdicts they may reach based on the evidence in the case.
Sports columnist apologizes for 'oafish' comments directed at Caitlin Clark. The controversy isn't over
A male columnist has apologized for a cringeworthy moment during former University of Iowa superstar and college basketball's highest scorer Caitlin Clark's first news conference as an Indiana Fever player.
Prince Harry formally confirms he is now a U.S. resident
Prince Harry, the son of King Charles III and fifth in line to the British throne, has formally confirmed he is now a U.S. resident.
'Shopaholic' author Sophie Kinsella reveals brain cancer diagnosis
Sophie Kinsella, the best-selling author behind the 'Shopaholic' book series, has revealed that she is receiving treatment for brain cancer.
LeBlanc says he plans to run in next election, under Trudeau's leadership
Cabinet minister Dominic LeBlanc says he plans to run in the next election as a candidate under Prime Minister Justin Trudeau's leadership, amid questions about his rumoured interest in succeeding his longtime friend for the top job.
U.S. vetoes widely supported resolution backing full UN membership for Palestine
The United States vetoed a widely backed UN resolution Thursday that would have paved the way for full United Nations membership for Palestine, a goal the Palestinians have long sought and Israel has worked to prevent.