Spring-Summer-Fall is also a peak travel season to Alberta. However, for our Chinese millennials, the average time spent on planning and investing into a long-haul trip is relatively short compared to other countries. Many accommodations and attractions have already been booked a year before by neighbouring provinces and countries. While the "Ready to be Ignited" Campaign was a huge success, the agency was asked to create a Spring-Summer-Fall Campaign to target and to drive consumers from awareness to consideration to conversion for the next season.
Chinese travelers’ desire to experience authenticity and exclusivity is even stronger than their counterparts in US and UK. They are looking for diverse experience: more exciting, less dull. All these experience when combined together make Alberta a unique wonderland to explore. From finding extinct dinosaur bones, to canoeing in the wild, to partying at festivals, to walking on an icefield in the summer...it is an exploration through time and space. Our creative idea: "准备好 玩出花样" Ready to Play (in various ways). Alberta offers different experience for everyone, all you have to do is play. Ready to play along and have endless fun!
For this season, our digital campaign was communicated in 2 stages while media buy tactics remains with the 3 phases. Stage 1 was a quick interactive game to boost awareness and drive engagement. Alberta’s diversity is like a kaleidoscope, and everyone is invited to create their own. By liking photos pushed to you, you create you own Albertan kaleidoscope that is unique, exciting and diverse. For stage 2, we offer viewers 3 Spring-Summer-Fall itineraires suit for sporty, cultural or natural individuals.