While Canada is a highly recognized travel destination in China, one of its provinces Alberta is still a relatively unknown. By leveraging Travel Alberta’s new brand positioning, creative assets and unique selling points, the agency was asked to create a Winter Campaign to target the Chinese millennials and to drive consumers lower down the path to purchase funnel, from awareness to consideration to conversion.
What is Alberta's winter for sports? It is about the adrenaline rush. To mix with the local culture, it is about Alberta's big hearted mavericks. Alberta, also home to Banff, brings awe-inspiring wonders. Our big idea was "准备好 燃一个冬天" Ready to Get Ignited (this winter). Its all about the excitement, the overwhelming of our senses, stimulating every inch of your body. And physically, you will feel your heart racing and pumping. You’re just a heartbeat away from an Igniting winter tour in Alberta.
To achieve the drive down the purchase funnel, the social campaign was communicated in 3 stages by making presence on social media by media buy and through its owned channels. As the awareness phase, Stage 1 was a digital campaign to recruit people for our “igniting winter tour”. The game is played by giving 6 short clips a like-rate to determine which category of Alberta suits you: sports, culture or nature. Participants are also suggested to prepare a manifesto of why they should win the chance for an igniting trip to Alberta. Towards the end of the procedure, depending on which category was suggested, participants will be pushed with an introduction of one of our 3 Key Opinion Leaders, whom we invited to partake on a trip to Alberta with our Campaign winners. Second stage, the consideration phase, brought viewers a sneak peek of our 3 itineraries with photos, maps, and highlights of Alberta. And during this phase, our 3 KOLs and 3 winners were already experiencing a sporty, cultural or natural part of Alberta. Last stage, the conversion phase, was a wrap up of our tour with travel blogs from KOLs.