NEW YORK: Travel Alberta International (TAI), seeking to boost its profile as a year-round tourist destination for US citizens, has selected Ruder Finn as its AOR for the US.
Noelle Eune, director of travel media and PR, said RF will focus primarily on broadcast media and “increase our PR presence in the American market.” TAI did not previously have a US agency and handles its Canadian PR in house. Billings are undisclosed.
RF will launch efforts in the New York market with print and electronic media. The firm will also launch a PR push to tout the region as "Canada's Rocky Mountain Playground."
“There’s a real opportunity to educate the American traveler on what there is to see and do in Alberta,” said Arhlene Flowers, RF SVP.
Flowers said that Alberta has many things to offer, such as its cinematic scenery, which has served as the backdrop to a host of movies from Doctor Zhivago, to Clint Eastwood’s Unforgiven, and, most recently, Brokeback Mountain. The firm will also highlight that New York's JFK has begun daily direct flights to Alberta city Calgary.
“There are extraordinary UNESCO World Heritage sites and the Rocky Mountains, as well as urban attractions,” Flower said. “We plan on bringing writers there directly so they have the first-hand experience.”
Flowers said that, given the importance of the scenery, broadcast outlets, such as network news and talk shows, will factor heavy in outreach. Additional niche focuses will be on its food, adventure travel, sports, and national parks offerings.
Flowers said the PR effort will likely extend efforts online.
“We’ve very cognizant of the fact that travelers are making their [destination] decisions online,” Flowers said.