Foothills Marketing Campaign With A Value Of $170k Launched
Foothills Tourism is eager to welcome more visitors this summer, in particular those who are looking to discover authentic experiences in their Alberta backyard. The newly created regional destination marketing organization has completed several studies to better understand the market and its visitors, while also embarking on new partnerships to help businesses and attractions in Foothills County be open for business.
Foothills Tourism was able to pull together resources from members, sponsors, towns, marketing partners and Travel Alberta to launch a marketing promotional campaign for the Foothills region with a value of $170k.
Founded in 2019, Foothills Tourism represents the communities of Black Diamond, Bragg Creek, Calgary, De Winton, Foothills, High River, Longview, Millarville, Mossleigh, Nanton, Okotoks, Priddis, Redwood Meadows and Turner Valley, nestled in 3,600 square kilometres of stunning scenery and diversity.
2019 activities included development of a website to provide a “one-stop shop” for visitors, creation of dedicated social media channels, and the development of strong alliances between tourism partners, towns and the county. This year, the level of support has continued to increase, due in part to partnerships with organizations such as Travel Alberta, Tourism Calgary and the Calgary Hotel Association.
Earlier this year, Foothills Tourism embarked on a consumer study and a stakeholder engagement survey to identify current behaviours, attitudes and knowledge of the region.
Notably, the consumer study highlighted the following:
- 85% of Calgarians have heard of the Foothills region, and 77% have visited the area
- 70% of respondents are aware of Millarville Farmers Market, 62% have heard of Bar-U Ranch, with 32% knowing the Heartland Museum and 29% recalling the Bomber Command Museum.
- 83% of respondents are aware of “Cool Little Towns” and various leisure activities in the region, while 62% have heard there are craft breweries, distillers and wineries just south of Calgary
- 40% of Calgarians visit the Foothills region up to 3 times a year, while 24% do not visit the region at all.
- The top five favourite activities include hiking (45%), Enjoying nature/scenery (21%), Walking (19%), Restaurants / Cafes (17%) and Cultural / community activities (16%).
- 91% of Calgarians say locally grown food is important to them, and 70% would travel 30-60 minutes south from Calgary to buy directly from farmers.
Foothills Tourism also surveyed the local business community to better understand their offerings, opportunities and challenges. Of note, 68 of 86 survey respondents related their business to some form of tourism activity, with 73% of businesses operating seasonally ( June through September). The primary competitive advantage identified for tourism businesses in the region is their proximity to Calgary, followed by being known as truly local and authentic.
This year’s marketing campaign includes activities that will highlight and amplify unique visitor experiences and stories, focusing on culture and history, family fun, food and drink, mountains and nature and sports and relaxation. Tactics include:
- Social media engagement and user generated content, highlighting attractions and destinations in the region
- Engaging influencers and content creators to share their stories and experiences
- Leveraging opportunities through strategic partners including Tourism Calgary and Travel Alberta
- A digital advertising campaign
- Downloadable travel guides, lists, tours and trip planner
- Enticing hotel packages and partnerships with attractions, experiences and businesses
This year’s marketing campaign will target Calgary, Edmonton, Canadian Badlands region and Southern Alberta region.
For more information, visit www.foothillstourism.com
