Travel Alberta: Remember to Breathe


The (remember to breathe) brand campaign is continuing to help fulfill Travel Alberta’s mission of creating compelling invitations to our province.

Based on an insights that Free Spirit travelers crave ‘goosebump moments’ but have little awareness of our province, Travel Alberta redefined provincial tourism advertising. Alberta’s core promise of authentic experiences in breathtaking landscapes translated into an idea called (remember to breathe), and a beautiful campaign that celebrates the shared moments travellers long for. 

 Development of 2012 brand assets included one three-minute web video, two 60-second videos, and 16 regionally specific 30-second TV commercials as well as a corresponding library of still photography.