Banff Lake Louise Tourism takes the C-Train
The tourism board glides through Calgary this summer with full-wrap transit ads highlighting the area's sweet spots.
Banff Lake Louise Tourism is targeting Calgarians with four supertrain executions showcasing the natural beauty and appeal of the region. The C-Trains (Calgary’s LRT) are completely wrapped in advertising, highlighting attractions available to visitors. The train interiors feature cards, posters and brochures highlighting the tourism board’s partners, such as Parks Canada, hotels, lodges and events.
Media buys for the campaign, which runs through Sept. 20 to coincide with peak tourism season, were handled in-house, with space bought from Pattison Outdoor properties.
The decision to place the ads on C-Trains was to gain wide exposure. ‘Certainly we’ve got professional Calgarian commuters in our crosshairs, but it’s broader than that. It’s more about top-of-mind awareness in our primary market of Calgary,’ says Kurt Schroeder, director of sales and market development at Banff Lake Louise Tourism. ‘We’re very grateful that we have a city of a million residents and potential visitors right in our own backyard.’