Jasper Venture Beyond Marketing Campaign

Talking About Tourism Marketing

One of my greatest passions (aside from marketing, of course) is travelling.  I love seeing new places, learning about other cultures and getting inspired by local marketing and advertising too. I am currently planning for my next adventure – in about a month’s time, we will be heading to beautiful Alaska!

When I research and plan my travel itineraries, I usually like to head over to the local tourism websites.  They are usually a great resource with planning tools and links to upcoming events, restaurants, must see hot spots and even promotions. In recent years, I’ve noticed so many non-profit tourism marketing organizations branch out from their website and venture into new digital mediums for their marketing.  From Instagram accounts to Vine videos, contests and even working with local bloggers to help highlight what their cities have to offer – from an outsider’s perspective, it definitely looks like a fun industry to be in!

I would say that the industry as a whole has really upped their game! Just take a look at the major difference in these 2 videos, created 4 years apart. Granted, they are not from the same organization but I think it depicts just how much the industry has grown in recent years!

This video from Tourism Jasper popped up in YouTube while I was searching for videos on Alaska. I say, ad dollars well spent there!


Title: Venture Beyond
Agency: Stormy Lake Consultants and C&B Advertising
Client: Tourism Jasper

The respective websites also tell a very different story.  The Travel Alaska site is a bit chunkier to use and researching on my phone proved to be difficult since many of the pages were text-heavy. The main focus was on Alaska’s natural beauty (no doubt what the majority of visitors are looking for). There were also many layers with a lot of information buried deeper into the site.  I wonder if many of the readers delved as far as I did (or if I was just a tad bit less patient than the average user… ;D )

Tourism Jasper Venture Beyond

On the other hand, the Tourism Jasper site was highly visual. The pictures highlighted not only of Jasper’s natural beauty but also the many other activities and experiences the destination had to offer.  It incorporated Instagram and benefited from the efforts spent on social media. While the site also presented a lot of information, there were fewer layers (and fewer clicks to get to information).  The site also made it very easy to connect with local vendors for accommodations, food and activities.

While I will be proceeding with my trip to Alaska, the exposure to the “Venture Beyond” video from Tourism Jasper has certainly opened my eyes to what Jasper has to offer.  It might be time to start exploring my own country!

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