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Repositioning Alberta as a leading adventure destination

by | Aug 22, 2014 | Press Releases

Project: Celebrity Adrenaline Junkie

Client: Travel Alberta

Date: 2009

Task: To reposition Alberta as a leading adventure travel destination, whilst proactively pursuing broadcast opportunities.

Implementation: We negotiated with the makers of the Jack Osbourne show, Celebrity Adrenaline Junkie, to film an episode in Alberta.  We also worked with Alberta’s Sales & Marketing team to develop marketing activity around the programme, including the sponsorship of the Adventure Film Festival, and we organised for Jack to attend the gala opening.

Results: To be advised.


Repositioning Alberta as a leading adventure destination

Alberta’s long term marketing strategy includes an objective to increase the awareness of the province and position the province as a “must visit” destination which offers product that is authentic, unique, exciting and worth the cost.

We had also been tasked as an agency with proactively pursuing broadcast opportunities to highlight the unique tourism offerings of Alberta and to showcase its natural scenic beauty.

We worked on a major project to achieve the above objectives.  We negotiated with the makers of Celebrity Adrenaline Junkie (http://www.itv.com/jackosbourne/) and organised the filming of one episode of the hour long show in various locations around Alberta.  The celebrities invited by Jack Osbourne to take part in this episode of the show included the singer Natalie Imbruglia, the Blue Peter presenter Konnie Huq, and the actor Billy Boyd. and the activities undertaken included mountaineering and mountain biking, a cable swing, and a night in a sweat lodge, all of which provided  fabulous opportunities to showcase the natural beauty of Alberta and help establish this as a true adventure travel destination.

To extend the opportunity, we worked with Alberta’s Sales and Marketing team to develop marketing activity around the programme and capitalise on the coverage.  This included headline sponsorship of the Adventure Film Festival in September 2009. We brought Jack Osbourne to London for the gala opening of the festival, where a VIP reception for journalists and trade partners was followed by a screening of an edited version of the Alberta film and a question and answer session with Jack.

The show aired in October 2009.

“We have thoroughly enjoyed working with Tanya, Kylie and everyone at KBC who supported our fast turnaround shoot in Alberta for the Jack Osbourne; Celebrity Adrenaline Series. With very little time to put things in place, Tanya and the team’s suggestions and contacts both logistical and editorial, proved to be invaluable. Once the schedule was in place, they were flexible and proactive when we went to adjust or make changes which was also much appreciated by the team as our success was reliant entirely on being reactive to the weather.”

Amber Ronowicz, Series Producer, Ginger Productions