Selling a city that reveals itself slowly

Unlike other destinations in Western Canada like the Rocky Mountains, which boasts immediate and flashy appeal, Edmonton reveals itself slowly by rewarding visitors who take the time to discover its hidden gems. In order that to achieve sustained visitation year-round, Edmonton Tourism needed a brand strategy that would appeal to a variety of audiences, a new web experience to replace its dated non-responsive site, and an innovative campaign strategy to re-introduce the destination.

Project
Explore Edmonton
Client
Tourism Edmonton
Categories
Positioning & Brand Strategy
Social Media Strategy
Web Design & Development
Visit Website
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The Strategy

Leveraging recent shifts towards authenticity in business, Tribal Worldwide Canada opted to position Edmonton Tourism as a truly authentic experience. In an age where travelers are more likely to trust peer reviews and social posts over corporate travel websites, we chose to tell Edmonton’s story from travelers’ perspectives.

The Execution

Understanding that most of us now use our smartphones to capture moments and share them via our social networks, mobile became the driving technology behind the idea which was then supported by social media. Instagram-style photography paired with fun headlines showed off an insider’s guide to Edmonton’s must-sees and dos.

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Results

The campaign resulted in a surge of social activity, with the #ExploreEdmonton hashtag having been quickly adopted by Tourism partners and Edmontonians alike. Earned media coverage praising the new positioning complemented the paid media buy. Downtown hotel revenue rose 12.8% in the first 60 days of the campaign.

1.4 million
twitter impressions
9000
user-generated photos submitted
10,000
unique page visits in 10 days
12.8%
Increase in hotel revenue in 60 days

The Web Experience

The strategy came to life on ExploreEdmonton.com – an immersive destination showcasing the depth of activities that the city offers. Storytelling and user-friendly trip planning experiences helped travelers experience Edmonton’s original experiences online, which in turn drove new, in-person visits.

The Campaign

We launched the experience with a regional campaign that leveraged emerging digital formats and social ads to drive user-generated content and visitation to the new site.

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