"Bring Your Boots" to Alberta

* Reuters is not responsible for the content in this press release.

Tue Apr 6, 2010 8:30am EDT 

  CALGARY, ALBERTA, Apr 06 (MARKET WIRE) -- 
Editors Note: There are two images and a video associated with this press
release.

    Travel Alberta has launched a new marketing campaign aimed at long-haul
travellers in key North American markets, inviting them to bring their
boots and experience everything Alberta has to offer. "Bring Your Boots"
taps directly into what travellers love most about a vacation in Alberta
- the chance to get out and do different things. 

    "Bring Your Boots" is not just a reminder; it's a heartfelt and
compelling invitation for travellers to share in the countless travel
experiences Alberta has to offer around our province," said Travel
Alberta Vice-President, Marketing Jon Mamela. "Consumers in our key
markets are being courted by countless destinations around the world. We
feel strongly that Travel Alberta's new campaign will stand out amongst
the crowd".

    In addition to colourful print advertisements running in major U.S. and
Canadian newspapers, interactive banner ads and a 60 second video will
appear on high-traffic news, social media, and travel Websites, with the
invitation for consumers to visit Alberta and bring their boots.
Eye-catching images of extended boot-clad legs against a backdrop of
iconic Alberta scenery and attractions will give the ads a quirky and
playful feel. The campaign was created by Calgary-based Karo Group.

    Research of potential travelers fitting the Canadian Tourism Commission's
award winning consumer segmentation indicated that travellers from New
York, LA and Toronto look to Alberta to provide an authentic outdoor
adventure within breathtaking natural beauty. The campaign will drive
travellers to TravelAlberta.com, where they will be served a full range
of opportunities to experience what Alberta has to offer.

    About Travel Alberta

    Travel Alberta is the tourism marketing agency of the Government of
Alberta. For more information on Travel Alberta, please visit
www.travelalberta.com. 

    To view the first photo associated with this release, please click the
following link:
http://client.karo.com/Travel_Alberta_Spring/Spring_campaign/360_10.html

    To view the second photo associated with this release, please click the
following link: http://www.marketwire.com/library/20100405-trav-boots2.jpg

    To view the video associated with this release, please click the
following link: http://www.youtube.com/watch?v=RAJLlSO_zJE

Contacts:
Travel Alberta
Noelle Aune
403.648,1041
Noelle.Aune@TravelAlberta.com
www.travelalberta.com

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