Travel Alberta tells travellers to bring boots

A new campaign for the tourism agency is extolling the virtues of Alberta's outdoor activities in a international multimedia campaign.

Travel Alberta is aiming to tempt Americans and Ontarians alike into a Western Canadian vacation with a new tourism campaign built on the province’s most iconic fashion item: boots.

In a new cross-border media campaign called ‘Bring your boots,’ the tourism organization is leveraging print, online and video to entice long-haul travellers to the province. Developed by Calgary-based Karo Group, the campaign’s creative theme features images of boot-clad legs against various Alberta backdrops, with the idea that visitors should be prepared for a trip there by making sure they have the right boots. Karo’s media partner, DSA Baron, handled the media buy, which runs from the beginning of April to July 31.

The campaign includes print ads in US publications only, including the New York Times, LA Times and New York magazine, and a Canadian online campaign including display ads and a 60-second video on the network,, Google Ad Network, YouTube and general search. Creative for each ads drives viewers to the Travel Alberta website.

According to a release on the campaign, it was developed based on research from the Canadian Tourism Commission that indicated travellers from New York, LA and Toronto are looking for an authentic outdoor experience.

Karo Group was selected by Travel Alberta last November as its agency of record for both creative and media services.