Imagination – Tourism Ad

Single Advertisement | City of Wetaskiwin
Abstract:

Purpose of Project

The City of Wetaskiwin is home to many tourism experiences that are sure to leave you with memories to last a lifetime—all you need is your imagination! The purpose of the imagination ad was to showcase a ‘build it yourself’ adventure using the nearly limitless local possibilities. Spoon feeding tourists prepackaged, rubber stamped experiences isn’t what draws people in. Adventure does, and the City of Wetaskiwin’s new tourism ad showcases that adventure awaits…as long as you are a willing participant!

Technically speaking, the ad allows the viewer to put themselves in the subject’s shoes as it features the subject from behind. An anticipated outcome of this project is an increase in both local and non-local tourism.

Effectiveness/Meeting Objectives

While we are still in the middle of the current tourism season, we have had a huge amount of feedback and mentions about the ad from visitors using the City’s visitor information centre, as well as from those who saw the ad on social media and in tourism publications. We will be reviewing the ad’s reach and other data this autumn.

Challenges & Changes Made

It was a significant challenge in coming up with an ad that encompasses everything Wetaskiwin has to offer in regards to tourism. We have many impressive facilities and activity options, so it was important to capture these possibilities within an ad format. We are very happy with the result.

Target Audience

Our target audiences were as follows:

  • Local community (we wanted to inspire locals to view their community through the eyes of a newcomer again)
  • Central Alberta residents and visitors (we had our ad placed on a physical billboard at the Edmonton International Raceway, and we also featured this ad in select electronic billboards at Edmonton International Airport).
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