July/August 2009
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North American Leisure
Mexicana Meetings, Mexico City – May 27 Edmonton Tourism along with Edmonton Airports participated in meetings with Mexicana Airlines executives from the Strategic Planning, Operations, and Advertising departments to discuss future opportunities to promote the Mexico City to Edmonton direct flight. This meeting laid the ground work for the development of the June 15th campaign (see below) and is meant to complement Edmonton Airports southbound campaign in the Edmonton market. The ultimate goal is to increase the loads on the routes in both directions. New York Sales Mission – June 1 - 5 In an effort to continue developing relationships with retail travel professionals in the New York market, Travel Alberta led a week-long sales mission. Utilizing their preferred destination affiliations with key US consortia's, they were able to confirm several training sessions with members of Virtuoso, Ensemble and Liberty Travel. The goal was to create educated champions for Alberta that work directly with the motivated consumers. It is crucial for Edmonton Tourism to continue partnering with Travel Alberta on such mission and educating travel professionals not only on the product available but the benefits of sending clients to the capital region. Mexico Integrated Marketing Campaign (in cooperation with Mexicana Airlines) – June 15th Edmonton Tourism is coordinating a cooperative program to develop an integrated marketing campaign (print, radio, newspaper, web, etc) that will target the Mexico vacation traveler in response to the Canadian government’s removal to the H1N1 flu virus travel advisory in cooperation with Mexicana Airlines. The campaign will position the Edmonton capital region as a must see travel destination and gateway to Jasper National Park and northern Alberta for upcoming summer holidays. The creative and media buy for the campaign will be developed and executed by Mexicana’s agency with direction and approval provided by Edmonton Tourism. The campaign will launch in Mexico on June 15 and is being supported by other Edmonton Partners; Edmonton DMF, Edmonton TDR, West Edmonton Mall, Fantasyland Hotel, Jasper Tourism and VIA Rail. Vacation.Com Conference & Tradeshow, Las Vegas – June 16-20 Vacation.com is a leading leisure travel marketing organization serving a network of more than 5,100 travel agency locations throughout the U.S. and Canada. Vacation.com is the bridge connecting consumers with experienced, knowledgeable travel professionals in your local area. Our large membership base allows us to provide clients with better deals and better tailored experiences than they could find elsewhere. Edmonton Tourism is partnering with Anderson Vacations at the trade show and has developed a special booking incentive to increase bookings into Edmonton. Upcoming Americas Fams
Image: Claude-Helen Faucher, WestJet, Liz Hogg, Brewster, Monique Morrison, Travel Alberta and Christie Makowichuk, Edmonton Tourism at the Association of Central New Jersey Travel Professionals Trade Show on June 4 in Freehold, New Jersey.
For more information on any of these initiatives, please contact Christie Makowichuk at cmakowichuk@edmonton.com or (780) 917-7626.
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