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MGMT 1290 Business Communications

tag 0 Download 2 Pages / 283 Words tag 05-07-2021


It is shaping up to be a strong year for U.S. visitation to Canada, and subsequently to Calgary.  With the favorourable dollar, sesquicentennial celebrations and dedicated marketing efforts, Canada is looking to build on nearly 10 per cent growth from U.S. travellers last year, with an expected increase of a further 7.8 per cent in 2017.   With approximately 30.9 million Americans considering visiting Canada in the next two years, the opportunity to market this audience is unprecedented.

The Conference Board of Canada is expecting overnight travel to Calgary to grow by 2.5 per cent in 2017, and American travellers are an important market for our destination.

To drive visitation from the U.S., Tourism Calgary is working closely with its partners at Destination Canada and Travel Alberta to promote our country, region and city to U.S. travellers, while creating urgency to visit.  The re-targeting campaign ensures highly-qualified potential visitors are exposed to Calgary-specific content, curated by advocates including travel media, explorers and locals.

Targeted first at markets with direct access to Canada, including Seattle, Houston, Dallas, Boston, New York, Minneapolis/St. Paul, Los Angeles, San Francisco and San Diego, potential travellers expressing interest in Canadian tourism content then receive information about Alberta.  If they engage with that content, Calgary-specific information is shared.  

The primary channel for these efforts is a long-haul targeted microsite, found at  The microsite is refreshed seasonally, ensuring relevant content for vacation planning is always available.  The site features a library rich with content crafted specifically for U.S. audiences, based on research insights gained from other efforts in 2016.  

These research insights indicate U. S. travellers are interested In a combination of urban and adventure experiences.  To respond to this, many of Tourisms Calgary’s marketing efforts showcase “two worlds, one day” options for exploring the Rocky Mountains and Calgary’s culture all in the same day.  Similarly, content also highlights the opportunities for experiencing the Badlands and the city all in one day.  

The first six months of the campaign yielded over 17 million impressions and 20,000 incremental individual visit to Tourism Calgary’s microsite from long-haul U.S. travellers, indicating heavy interest from this target market.  As the U.S. campaign expands, these numbers are expected to grow, especially as more content is created based specifically on the behaviours and interests of these travellers.  

To learn more about Tourism Calgary, and all there is to experience in our city, see

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