Explore Edmonton & Tourism Jasper
In collaboration with Explore Edmonton, Tourism Jasper, Edmonton International Airport and KLM an extensive marketing campaign was executed. Zapper PR is proud PR partner in the Netherlands and Belgium for already multiple years. Each year we are able to reach a broad audience with our extensive and multi-faceted year-round marketing campaigns.
Promote Edmonton and Jasper in Canada as tourism destination in combination with the direct KLM-flight. This to increase awareness around travel in Edmonton and Jasper, increase sales for the direct flight from Amsterdam to Edmonton, and to increase the amount of Dutch and Belgian travellers to this area.
ZapperPR executed a broad marketing campaign for Explore Edmonton, Tourism Jasper, Edmonton International Airport and KLM for multiple years in a row. These are the elements of which the campaigns consisted and consist:
- Sales Platform: edmonton-jasper.nl and edmonton-jasper.be
- Trade liaison
- Blogger Ads
- Online advertising on Google and Meta
- KLM Travel Tales
- Consumer Activation: A giveaway to Edmonton and Jasper in collaboration with Relay (part of Lagardère Travel Retail)
- Offline marketing with ads in newspapers
- Press releases
- Press trips
- Media monitoring
- Trade and Press events and roadshows
The broad approach to the promotion of Edmonton and Jasper as tourism destination resulted in a vast portfolio of executed campaigns, projects and events. Here would like to highlight some of the efforts of last year’s winter campaign (2022) and this year’s shoulder season campaign (2023).
Winter campaign 2022
In 2022 we ran a winter campaign to promote wintersport holidays in the Rocky Mountains in combination with a citytrip in Edmonton. For this, we updated the sales platform by adding winter content to the site in terms of written content, photography, and bookable trips in collaboration with selected tour operators. To strengthen the bond with tour operators, Zapper organized a roadshow in the Netherlands and Belgium. To draw visitors to the website, a Google and Meta advertising campaign was set up using photo and video content. This was rolled out in the Dutch and Belgian market separately.
Then there was also a consumer activation in the form of a giveaway in collaboration with Relay (Part of Lagardère Travel Retail). The winner of the giveaway won the following for two people:
- Direct flights with KLM from Amsterdam to Edmonton International Airport
- 3 nights in a hotel in Edmonton including breakfast
- 4 nights in a hotel in Jasper including breakfast
- 2 ski passes for the days in Jasper
- Guided Bizon tour
- Guided Segway tour
- Rental car for 7 days
Shoulder season 2023
To inspire travellers to also visit Edmonton and Jasper in spring en autumn, Zapper PR rolled out a multi-faceted campaign. First the sales platform is transformed back to its spring and summer look and feel, and the tour operators updated their bookable trips to focus more on the season at hand. Travellers are able to book via the sales platform where they are led trough, among others, Google ads, Meta ads, Offline media and Blogger Ads.