May/June 2009
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Message from the Vice President of Economic & Tourism Development The province has launched its new brand, “Alberta – the freedom to create and the spirit to achieve.” We have great stories to tell about our province and our city, and no-one brings those tales to life better than our tourism partners. The new brand is an open and universal platform that we can use to sell the entire Albertan experience. It is an exceptional opportunity to showcase Alberta’s urban attractions which are often overlooked thanks to our stunning natural destinations such as the Canadian Rockies. The brand has a mystique that captures the vitality of our region. It brings to mind a culture rich in diversity and splendour with a sense of adventure. Edmonton already encompasses the new brand with our glorious festivals, amazing eateries, unique shops, educational attractions and so much more. A brand is more than a logo or slogan. It's how we present ourselves. The world needs to know what we offer, what drives us, and what makes us a leader in so many ways. The success of the brand will have a profound impact on Alberta’s access to world markets as well as influence our ability to attract tourists. I encourage all partners in getting this message out. Let’s create a new understanding of our province and everything it has to offer, including our metropolitans. This branding initiative is an encouraging step forward in placing the province and Edmonton in the spotlight it deserves. I encourage you to integrate the new brand whenever appropriate, whether it is a link on your website or incorporating the message in your marketing materials. Visit www.albertabrand.com for more information. It's up to us to show the world that every Albertan has the freedom to create, and the spirit to achieve, anything!
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