Travel Alberta and Current Lifestyle Marketing Earn Prestigious SABRE Award for National US Broadcast Work

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CALGARY, March 30, 2012 /PRNewswire/ - Travel Alberta and its PR agency Current Lifestyle Marketing were among those recognized as winners for the 2012 Silver SABRE awards, as reported by the Holmes Report this week. Travel Alberta and Current took first place in the "Product Placement" category for the destination's work with ABC's new Saturday morning travel series "Born to Explore."

The award entry was selected from close to 2,000 submitted this year, all of which represent some of the strongest programming in the history of the competition. A relatively new addition to Saturday ABC morning program, "Born to Explore," traveled to the largest horned dinosaur bone bed in North America in Alberta, Canada. The thirty minute program was hosted by explorer and Emmy winner Richard Wiese, and aired in November 2011 and January 2012.

"The quality of the work this year was the highest we have ever seen," said Paul Holmes, editor of The Holmes Report and chairman of the SABRE judges. "The integration of social media with traditional channels is increasingly seamless. There is more attention to research and evaluation than ever before. And we saw lots of big creative ideas. The result was a lot of deserving winners, and a lot of runners-up that probably would have been deserving winners in any other year."

The SABRE awards highlight the best work among the Public Relations industry in a multitude of categories. The awards recognize campaigns that demonstrate the highest levels of strategic planning, creativity and business results.

"We're honored to accept this prestigious award," says Bruce Okabe, Chief Executive Officer at Travel Alberta. "Born to Explore was a strategic opportunity to leverage Travel Alberta's award-winning brand and showcase some of our signature tourism experiences in breathtaking landscapes."

For more information about travel to Alberta, visit http://travelalberta.com.

About Travel Alberta

Travel Alberta is the tourism marketing agency of the Government of Alberta.

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About the SABRE Awards:
The SABRE (Superior Achievement in Branding and Reputation) Awards celebrate public relations campaigns that demonstrate the highest levels of creativity, integrity and effectiveness. Travel Alberta's entry was selected from close to 2,000 submitted this year from Asia Pacific, North America, Europe the Middle East and Africa. 2012 entries reportedly represented some of the strongest programming in the history of the competition.
www.HolmesReport.com

SOURCE Travel Alberta