Travel Alberta has selected Calgary-based Karo Group as the marketing agency responsible for its long-haul Americas and overseas tourism marketing, the agency announced this week.

Karo was chosen to represent the agency after an RFP was issued by Travel Alberta calling for an agency to consolidate the organizations offline and online marketing services. The media spend, historicially, for the Ontario, Quebec, US and Mexican markets has been $2 million.

‘The Karo Group and partners will be handling the media planning and buying for this relationship, and we are very excited by the fact that Travel Alberta has a very strong digital and traditional media focus,’ Mark Szabo, director, client services, told MiC. ‘This affords us the opportunity to dialogue with tourism consumers on a niche as well as a mass basis, to help Travel Alberta fulfill their mandate to connect potential tourists with the many unique experiences the province offers.’

Karo will work with Travel Alberta’s in-house Americas and overseas marketing teams and helping the organization to develop a new branding strategy overall.