Travel Alberta Sales Mission/Road Show


Travel Alberta


New York, Houston, Austin, Dallas, Chicago, San Diego, Philadelphia, Milwaukee, Washington DC


40 people per event, 10 events per year

The Goal

Design a 10-city sales mission that will attract meeting and conference planners to attend and learn about Alberta as a destination for their events.

The Strategy

Head to Alberta! We spent five days in the province learning about what made it so special so we could bring that knowledge to the choice of our venues and on-site activations in each city of the tour.

With that experience we came up with an event series that was engaging, unique and tied back to the destination and its branding.

The Design

The “Canadian Tuxedo” was a major fashion trend at the time, and Alberta is known for cowboys and rustic decor, so we created the “Alberta Tuxedo” and brought in a company that did pop-up denim shops around the U.S.

In each city, our invited guests got to experience a custom fitting with a denim specialist and find a pair that was perfect for their body type. Our clients assisted with the shopping experience giving them a fun opportunity to engage with their guests, and we had the Travel Alberta logo ironed into the inside of the jeans to ensure they remembered where the pair came from.

The Results

Over the course of five years and 50+ events together, Travel Alberta’s sales missions became known as events that planners did not want to miss. The attendance-rate averaged 90% which is unheard of in this industry.