2024
Canada
Client: Travel Alberta
Produced by: Paul Bertino
Agency: C&B Advertising
Category: Region Promotion
Entry Type: Promotional Video
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.
At the heart of our work with Travel Alberta is a desire to stand out as a destination and create fame for the province. This project’s specific objective was to empower and build pride among Albertans who see themselves in our five brand atributes (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.
“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.