2024
To be Albertan
WATCH THE VIDEO
TOURISM DESTINATIONS REGIONS Promotional Film
Synopsis
An ode to the province, “To Be Albertan” celebrates the sense of freedom Alberta evokes, whether you’re here for a moment, a week, or a lifetime. This video highlights the province’s diverse landscapes, from the Rocky Mountains to wide-open Prairies, from the Canadian Badlands to sparkling cityscapes. And it gives voice to Alberta’s diverse peoples—the wild, the bold, and the free.
| Country | Canada |
Client |
Travel Alberta |
| Production Company |
Paul Bertino |
| Agency | C&B Advertising |
Goals of the film
At the heart of our work with Travel Alberta is a desire to stand out as a destination and create fame for the province. To do this, we seek to emotionally connect with travellers and residents alike.
This project’s specific objective was to empower and build pride among Albertans who see themselves in our five brand attributes (distinctively Canadian, spirited, independent, welcoming, and freeing). Our ultimate goal is to increase their reception of international travel and showcase the benefits of Alberta’s tourism economy.
Target Group
“To Be Albertan” was created for Albertans, speaking directly to them about their province and what it means to be part of it. Travel Alberta promoted the video on September 1 for Alberta Day, a day for celebrating everything that makes Alberta unique—of what it is To Be Albertan. To date the video holds one of the highest engagement rates of any of their organic social posts.
