March/April 2009
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Short Haul Leisure
Live All Year with Air Canada & WestJet In flight campaigns continued to run through the winter period on Air Canada and WestJet. These will be wrapping up in the spring. This programming was primarily destination awareness; however a call to action encouraged customers to visit the anchoring website at www.edmonton.com/liveallyear. The media mix included print, broadcast, online and a supporting website. Both of these campaigns are augmenting the winter campaign which is running concurrently. To further reinforce the Edmonton message, for two weeks a ‘live’ festival representative was in the Maple Leaf Lounge at the Calgary Airport handing out festival swag and encouraging visitation to the website by way of an online contest. Winter Campaign  The second phase of this multi-media winter campaign aimed at increasing Edmonton’s share of short-haul visitors launched in mid-January and runs through the end of February. Key components include direct mail, e-marketing, and an anchoring website. This year increased weight was placed on the Calgary market. Consumer Shows Program This regional consumer show program focuses on short-haul markets, in tandem with Travel Alberta’s Partners in Promotion program which focuses on long-haul markets. The program launched in January and runs through the fall. Summer Programming Planning is underway. Stay tuned for further updates. Website Redevelopment The Marketing Services Business Unit continues its focus on launching a redeveloped family of EEDC websites in the spring. The intent is to bring in all of the division’s websites and ancillary sitelets to create a unified EEDC presence while maintaining elements that divisions or initiatives have built equity in. This will create a stronger online presence for EEDC and harness a collective voice for EEDC. If you would like more information on these programs or other Short-Haul initiatives, please contact Jenifer Christenson at jchristenson@edmonton.com or (780) 917-7890.
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