The Challenge
Banff & Lake Louse Tourism, Parks Canada, and the Town of Banff contracted Tartanbond to collaborate on a multi-pronged communications strategy for the destination’s Transportation Shift Campaign from May to October 2023. Working hand-in-hand with the Banff team throughout, Tartanbond’s efforts focused on inspiring a shift in visitor behaviour by spreading regional awareness of the fact that transit is the best option to access key attractions in the Banff National Park.
Our Response
With a focus on showing visitors how choosing transit can enhance their experience of the park, Tartanbond developed a series of targeted key messages disseminated through the following communication tactics: consumer activation, press releases, sponsored content and influencer marketing.
These efforts resulted in one of the most successful campaigns to date: Banff National Park saw a record-breaking number of visitors, with over two million riders transported by Roam Transit. This marked the first time that number was reached in a single calendar year.
Impact
Through a creative consumer activation, our team reached over 100,000 individuals. Our collaboration with regionally-based influencers, led to over 300,000 impressions and strategic content amplification before long weekends from May to October.
Sponsored content with local news outlets, emphasized the importance of planning ahead for long weekends, and resulted in over 5 million impressions. Leveraging press releases and individual pitching efforts, our team secured unique pieces of media coverage which reached a total of 19,239,573 UMV (TV + Radio) and 2,187,827 UMV (Articles).
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