Travel Alberta: FROM DIGITAL TO REAL LIKE

Credits & Description:

Advertiser: TRAVEL ALBERTA
Agency: EIGEN FABRIKAAT
Category: Entertainment & Leisure
Advertising campaign: FROM DIGITAL TO REAL LIKE
Film Director: Frank Emous (Femous Productions)
Editor: Guido Vedder (Femous Productions)
Creative Director: Peter Scholtens (Eigen Fabrikaat)
Art Buyer: Ivette Stokkel (Eigen Fabrikaat)
Junior Copywriter: Lesley van den Brink (Eigen Fabrikaat)
Designer: Nick Berjoan (Innerworld)
Junior Art Director: Stefan Ebbeng (Eigen Fabrikaat)
Senior Art Director: Thomas Nieuwenhuizen (Eigen Fabrikaat)
Project Manager: Iris Veenstra (Eigen Fabrikaat)
Senior Copywriter: Jasper Symons (Eigen Fabrikaat)
Account Director: Rik Vandewall (Eigen Fabrikaat)

Implementation
In an interactive Facebook application the audience was invited to place a Like in the appropriate form of a woollen mitten somewhere in the key winter sport areas of Alberta. By using Google Maps, the participants were able to look around and pick a good spot for their personal Like.Then, the real woollen Like mittens were flown to the exact spot in Alberta, Canada. A profile card with a photo and address from the Dutch sender is attached, so the Canadian recipient could send a return message.

Relevancy
The Dutch were able to follow the journey of the woollen mittens via Facebook. Pictures and web films showed the beauty of winter sport in Alberta. Its champagne powder snow, majestic nature but above all its people: the warm and friendly Canadians. So, by using Facebook the target audience was triggered to discover the region and its endless possibilities, but also connect with the people that actually live there. Taking the social activation from on- to offline took destination marketing of Alberta to the next level.

Outcome
The Facebook page grew from 0 to 23,500 fans in 3 months’ time. The 'Real Like' web film was viewed over 16,000 times and shared 350 times. The Facebook Engagement Rate (set by socialbakers.com) was 6,1%, 30x the benchmark. With a total of 6,547 unique wall post reactions, 57,756 wall post likes and 3,173 content shares. The affiliated tour operators reported over 20% growth in sold winter sports packages and KLM registered over 30% growth in passengers on flights to Calgary this winter. So besides great awareness results, the campaign proved that Facebook can work for business as well!

Client Brief Or Objective
The Canadian province of Alberta is a great winter sport destination. Only the Dutch don’t know it. So it’s time for an introduction. The objective was to raise awareness among Dutch winter sport lovers, sell more winter sports via affiliated tour operators and increase the number of passengers on KLM flights from Amsterdam to Calgary.