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Edmonton Tourism launches winter campaign to Albertans

Edmonton Tourism launches winter campaign to Albertans (Forimmediaterelease.net) -WestJet ad campaign also in progress

Edmonton Tourism, in conjunction with Edmonton's Destination Marketing Hotels and the Edmonton&Area Tourism Destination Region, will launch its third-annual winter tourism campaign today to potential in-province visitors.

“Edmonton. It's Cooler Here" will encourage in-province travel from November through February by promoting Edmonton's arts, culture, sports and shopping.

A multi-layered media campaign - including print advertising, e-messaging and direct mail - will raise awareness of Edmonton in target markets while driving visitors to the campaign website www.edmonton.com/itscoolerhere with an instant-win opportunity. The website also offers visitor information, vacation packages, online coupons plus the chance to win an 'Edmonton getaway experience.'

Phase 1 of Edmonton's winter tourism campaign (Nov. 19 to Dec. 31) will target Albertans with a special focus on the holiday season. Phase 2 (mid-January to Feb. 29) will expand to include key markets in Saskatchewan, Yukon, Northwest Territories and northern British Columbia.

A key campaign component will again include an 'Explore Edmonton' initiative with contest incentives to encourage Greater Edmonton residents to invite friends and relatives.

“Last year's 'It's Cooler Here' campaign produced a 21-fold return on investment," says Ken Fiske, EEDC vice-president of Tourism, Events and Motion Pictures. “This winter's industry-led campaign builds on last year's success by giving Albertans plenty of compelling reasons to enjoy a winter get-away in Edmonton."

Provincial campaign leveraged to national / international markets
Business and leisure travellers are also being encouraged to visit Edmonton byway of a parallel advertising campaign in WestJet's Up magazine (plus online advertisements) from Nov. 1 to Jan. 31, 2008. This initiative, combined with the North American release of the Christmas in Wonderland movie that profiles West Edmonton Mall, will stimulate awareness and winter-time travel to Edmonton in national and American markets.

Edmonton Tourism, a division of Edmonton Economic Development Corp., is responsible for marketing Greater Edmonton as a preferred destination for leisure travel, business travel and film production. Edmonton is Alberta's No. 1 tourism destination for in-province and other-province visitors, and Alberta's No. 1 metropolitan destination for U.S. visitors.

Jenifer Christenson (JChristenson@edmonton.com) Director, Marketing & Communications Edmonton Tourism - A Division Of Edmonton Economic Development Corporation 9990 Jasper Avenue Edmonton,AB T5J 1P7 Phone: (780) 917-7890 Fax:(780) 425-5283 www.edmonton.com

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