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Northeast Alberta collaboration receives national marketing award for #TakeItToTheLake advertising campaign

Post Date:09/30/2019 1:10 PM

After a summer spent connecting potential visitors with Alberta’s Lakeland destinations, a collaboration of tourism partners has been connected with a Marketing Canada Award.

Lac La Biche County, Athabasca County, Municipal District of Bonnyville and Town of Vermilion together received the award from the Economic Developers Association of Canada for #TakeItToTheLake, a content production and social media-based advertising campaign showcasing the region’s attractions and experiences. The initiative is supported by Travel Alberta’s Cooperative Marketing Investment Program.

Each partner has used custom-made promotional videos, text articles and other content produced by Seekers Media to market tourism experiences and events in northeastern Alberta. Tourism is a multi-billion-dollar industry in the province, and has been identified as an area with vast potential for growth in the northeast. Using social media to connect with specific groups of visitors, the partners in #TakeItToTheLake aim to raise the awareness about the benefits of Lakeland tourism, all while providing a catchy hashtag for visitors to join the conversation and share their own experiences. In 2019, the campaign overall has reached an audience in the hundreds of thousands.

“Increasing tourism is a vital part of economic development, which is why it features so prominently in our Council’s Strategic Plan,” said Mayor Omer Moghrabi. “By partnering with others, our call to visit the Lakeland travels so much further, and the economic benefits are correspondingly greater. Growing a successful tourism industry is a team sport, both locally in our individual communities and on a regional scale, and I’m very pleased the #TakeItToTheLake campaign has been recognized as some of Canada’s best marketing material.”

“It is very hard to be recognized at the national level, so we are very excited to have received this distinction from our Canadian association,” said Mary Lee Prior, Town of Vermilion’s Economic Development Officer and Vice-President of Economic Developers of Alberta. “Regional collaboration gives our communities a stronger voice, enabling us to raise our regional profile to the national stage.”

Visit the County’s website, or the County’s tourism marketing platform Lac La Biche Region on Facebook (@LLBtourism) to see the promotional videos and other content Seekers Media has produced. Additional content will be produced this winter as the County continues to highlight local attractions, events, experience providers, outfitters and more.