Travel Alberta appoints KBC for multi-market marcoms brief

KBC has won a competitive pitch to handle travel media relations, social media and consumer marketing in the UK, Benelux and Scandinavia for Travel Alberta.

Tourist destination: Lake Louise, Alberta, Canada
Tourist destination: Lake Louise, Alberta, Canada

The initial contract will run for three years and was awarded following a process that began in October 2015.

The win marks a return to the account for KBC, which worked with Travel Alberta between 2001 and 2010. Until recently, PR was part of the travel trade marketing contract for Travel Alberta, so there was no incumbent PR agency in place.

As part of its brief, KBC will work with social influencers, bloggers, travel writers and editors and broadcast outlets to build destination awareness for Alberta’s tourism experiences.

Account director Louise Evans, who joined KBC in April 2016 after a short stint at travel company Thomas Cook, will head up the Travel Alberta account.

The addition of Travel Alberta to its client roster means that KBC now holds the UK tourism PR contracts for two Canadian provinces, having won the Destination British Columbia account in September 2015.

The North America specialist also currently represents 13 US states following its appointment by the Utah Office of Tourism in July 2015.

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