The Drumheller valley will be front and centre as Alberta Tourism markets the province locally and abroad.
Production manager Sharon Toews explains this is part of a series of five commercials. They have been shooting all over Alberta capturing the diversity of the province. This ranges from cityscapes to the colours of the prairie.
Royce Chwin, managing director of global marketing and branding for Travel Alberta says this campaign is part of a branding journey. Last year Travel Alberta launched its Alberta Goosebump Moments campaign. This is identifying things and places in the province that elicit deep feelings… give you goosebumps. He said the commercial series explores the idea.
In the valley they took aerial photos of Horsethief Canyon and were horseback riding in the shadow of the Dorothy Elevators. They were also planning a pow wow scene to be edited with the Edmonton Folk Festival. Earlier this year they shot a series of winter tableaus.
Chwin said the spots will be used to market the province locally and internationally in 11 key markets they have identified. He said the campaign should be informative to Alberta residents to discover some of the gems that are at their doorstep, as well as to an international market looking for an Alberta adventure.
Toews has been in Drumheller on a number of occasions shooting and finds it a very easy place to work. Landowners and businesses alike are supportive and friendly, all eager to help. The shoot included about 40 people, including actors, creative and production staff.
“It’s heartwarming, you wouldn’t find that in a larger centre,” said Toews.
Chwin says to expect to see some of the winter spots that have been produced to roll out in November and the summer-themed sports to follow with the season.
