Snowball Fun at The Grove Kicks Off Alberta's Winter Vacation Season

Nov 25, 2011, 22:42 ET from Travel Alberta

Travel Alberta's New Brand Reminds Southern California Residents to Remember to Breathe

LOS ANGELES, Nov. 25, 2011 /PRNewswire/ - Travel Alberta, the tourism marketing agency for Alberta, Canada, kicked off its new brand campaign this Black Friday at The Grove in Beverley Hills just in time to celebrate the start of the winter season. Bringing to life some of the winter fun showcased in the new advertisements popping up all over Southern California billboards and TV, holiday shoppers found themselves in the middle of a snowball fight at Travel Alberta's "White Out, Black Friday" event, Friday morning at The Park at The Grove.

With over 15,000 snowballs thrown, this event kick-started the launch of Alberta's new winter tourism campaign featuring Alberta's new tourism brand. The new brand is the result of an 18-month process which included opinion research with frequent travelers in Alberta's target tourism markets in Southern California.

"We know that twenty four percent of flights that come into Alberta from the United States are from California, so it makes perfect sense to engage, educate and inspire our target audience: youthfully-spirited travelers," said Shelley Grollmuss, Executive Director of Marketing, North America.

"The new campaign slogan, remember to breathe, speaks to the emotional connection that inspires both first time and returning travellers to spend their holidays in Alberta. We know that communicating those authentic, breathtaking moments that make memories that will last a lifetime is what attracts youthfully-spirited travelers," said Grollmuss.

Targeted specifically to Los Angeles, Orange County, San Diego and Riverside, Travel Alberta's multi-media campaign includes sponsorships, television commercials, print advertising, social media and a new website that will entice residents to book a winter vacation in Alberta, Canada.

"We are thrilled to bring consumers a more user-friendly website to help them learn more about the region and most importantly book vacation packages," said Grollmuss.

For more information about travel to Alberta, Canada this winter go to

About Travel Alberta
Travel Alberta is the tourism marketing agency of the Government of Alberta.  Follow Travel Alberta at

SOURCE Travel Alberta

Video with caption: "Video: Snowball Fun at The Grove Kicks Off Alberta's Winter Vacation Season". Video available at:

Image with caption: "Black Friday shoppers at the Grove take part in the kick off of Travel Alberta's winter campaign remembertobreathe (CNW Group/Travel Alberta)". Image available at:

Image with caption: "Travel Alberta launches new winter campaign at The Grove shopping center in Beverley Hills on Black Friday (CNW Group/Travel Alberta)". Image available at: