Edmonton Tourism Launches Winter Attraction Campaign

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Edmonton Tourism, in conjunction with Destination Marketing partners and the Edmonton & Area Tourism Destination Region, will launch a winter attraction campaign encouraging increased visits from in-province tourists.

The multi-media campaign titled "Edmonton. It's Cooler Here," will capitalize on upcoming Edmonton winter attractions and events - including shopping, arts, culture and sports - to encourage tourism travel and spending in Greater Edmonton from November to February.

"We want Albertans to choose Greater Edmonton as their Canadian winter holiday destination," says Ken Fiske, eedc vice-president of Tourism, Events and Motion Pictures. "The Canadian Finals Rodeo provided a high-profile opportunity to launch this co-operative campaign that will continue promoting our region's great amenities and attractions to target groups that our research tells us have the greatest potential to visit Edmonton during the winter months."

A multi-layered media campaign - including print advertising, e-messaging and direct mail - will raise awareness of Edmonton in target markets while driving visitors to the campaign's anchor website http://www.edmonton.com/itscoolerhere with an instant win opportunity. The website also offers Edmonton tourist information, Edmonton vacation packages and online coupons. Special offers and contest incentives will also encourage Edmontonians to invite friends and family to visit the region.

The campaign initially targets in-province travellers then later expands to include key markets in Saskatchewan Yukon, Northwest Territories and northern British Columbia.

"Edmonton. It's Cooler Here" builds on the success and positive awareness already established with previous winter and summer campaigns of the same name. The campaign title has been exceptionally well-received, with the summer version recently awarded "Best Community Profile" by the Economic Developers Association of Alberta.

Edmonton Tourism, a division of Edmonton Economic Development Corp., is responsible for marketing Greater Edmonton as a preferred destination for leisure travel, business travel and film production. Edmonton is Alberta's No. 1 tourism destination for in-province and other-province visitors, and Alberta's No. 1 metropolitan destination for U.S. visitors.

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Jenifer Christenson
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