Travel Alberta Seeks Marketing Agency Partnership

Travel Alberta Seeks Marketing Agency Partnership

Travel Alberta’s strategic goal is to grow Alberta’s tourism revenues to $10.3 billion by 2020 by marketing Alberta’s visitor experiences in high- potential markets. Travel Alberta’s strong brand image and innovative marketing tactics will drive visitation to all areas of the province, in all seasons.


Travel Alberta’s head office is situated in Calgary, Alberta with a satellite office located in Edmonton, the capital city. Our innovative team of youthfully spirited adventurers are leaders in marketing Alberta’s authentic experiences in breathtaking landscapes at home and around the world. Travel Alberta team members work closely with Industry Partners to ensure Alberta experiences remain competitive globally and by working together as one team, Team Alberta, we provide compelling invitations to visit Alberta. Travel Alberta is currently active in ten markets including Canada, United States, Mexico, United Kingdom, Germany, Netherlands, Australia, Japan, South Korea and China. Travel Alberta operates with five lines of business: Global Consumer Marketing, Global Business Development, Industry Development, Stakeholder Engagement and Communications and Finance and Corporate Operations. Key responsibilities within each area are as follows:

Global Consumer Marketing

Responsible for consumer marketing planning and data-driven consumer programs, digital platforms, content development, brand and insights, earned media relations and owned channels.

Global Bsiness Development

Responsible for travel trade and third-party relations, and meetings, incentive, conventions and events (MICE) globally.

Industry Development

Responsible for Industry Partner relations, experience development, knowledge leadership and the execution of a marketing investment program to support Industry Partner led initiatives.

Stakeholder Engagement and Communications

Responsible for corporate communications, stakeholder engagement, and tourism industry communications.

Finance and Corporate Operations

Responsible for the execution and compliance of all financial and operational management processes and procedures.

Additional information is available on the Travel Alberta Industry website at

Global Consumer Marketing Overview

Travel Alberta takes a year-round approach to marketing. An “always-on” strategy ensures we inspire and influence high potential travellers with dynamic, relevant content at the time they need it. The continuity of Alberta’s presence supports travellers through the path to purchase, in markets that represent the greatest potential for tourism growth. An always-on marketing strategy keeps us connected to today’s travellers who don’t stop dreaming about and researching vacations. The evolution of our marketing strategy ensures continuity of Alberta’s message to actively engage with travellers throughout all seasons and increase exposure during need periods within the province.Our marketing will build upon a strong brand foundation at home and around the world, resulting in more visits to Alberta.

Requirements: Travel Alberta is seeking an agency partner(s) to create an agency ecosystem that will give Travel Alberta a deeper skill set in specialized areas of expertise, will alleviate capacity issues and deliver dedicated teams that live and breathe our brand. Ultimately, this agency partner (s) will support Travel Alberta in delivering on our strategy to grow tourism revenues to $10 billion by 2020.

Scope of Work:

Travel Alberta would reserve the right to identify agency partners who provide services in the following general categories:

  • Creative Strategy and Content Development
  • Media Strategy and Distribution
  • Digital and Analytics

Due Date:

January 12, 2018


400, 1601 – 9th Avenue S.E.
Calgary, Alberta
Canada T2G 0H4

5WPR has represented Travel Alberta in the past.

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