WATCH THE VIDEO
TOURISM PRODUCTS Promotional Film
If you’ve ever seen the northern lights, you know they can be so magical they look as if painted onto the sky. “Sky Painter” is a tribute to nature’s brilliance and artistry. The video features an Indigenous artist who seems to be able to paint the vivid colours of the aurora borealis across Alberta’s dark skies. It captures a moment in time when people engaging in various winter activities across the province’s diverse landscapes witness his brushstrokes stretching across the horizon. Cross-country skiers, rural hockey players, frozen waterfall chasers, and hot tub stargazers are at once awed by the wild skies before them.
This story showcases why we call this province “Canada’s Wild Side.” It’s a place that rewards the bold and adventurous—those who do things a little differently.
Goals of the film
Our consistent brand strategy is to drive awareness of Alberta as a tourism destination and activate the “Canada’s Wild Side” brand. We do this, as seen in “Sky Painter” and all Travel Alberta campaigns, through emotionally led creative that inspires and brings our unique personality to life.
Our seasonal strategy was to attract travellers in the winter and shoulder seasons. With the province’s famously cold climate, achieving this can be a challenge. We met it by creating a compelling story around our key winter offerings and the top-ranking trip driver for our audience: Alberta’s northern lights and Dark-Sky Preserves.
We refer to our primarily US audience as Curious Adventurers—those who immerse themselves in the places they travel, leaving time for unplanned encounters and activities that allow them to truly know a destination. Spontaneous and open-minded, they’re fueled by adventure and discovery, knowing organic moments can provide their best experiences.
These are the people represented in “Sky Painter.” They’re the ones wandering in the wild and playing in the snow, open to all possibilities. We’re speaking to those willing to get out of their comfort zone to discover Alberta in their own way—to take a chance and take the time to wait for the elusive aurora borealis.