Travel Alberta’s subway slopes

Commuters travelling through Toronto's Union Station from Nov. 24 to Dec. 21 were given a downhill ski experience (or at least the semblance of one). As they moved from street level to track level, wall-to-wall images of the Alberta Rockies gave the sensation of trekking down the mountain. It was part of Travel Alberta's plan to tempt busy Torontonians to visit the western province this winter. The images drove to a microsite, skicanadianrockies.com where visitors could learn more about the Rockies, watch clips and plan trips. There was also a call to action for mobile device users, urging people to sign up to get deals, snow conditions and hill updates.

Commuters travelling through Toronto’s Union Station from Nov. 24 to Dec. 21 were given a downhill ski experience (or at least the semblance of one). As they moved from street level to track level, wall-to-wall images of the Alberta Rockies gave the sensation of trekking down the mountain. It was part of Travel Alberta’s plan to tempt busy Torontonians to visit the western province this winter. The images drove to a microsite, skicanadianrockies.com where visitors could learn more about the Rockies, watch clips and plan trips. There was also a call to action for mobile device users, urging people to sign up to get deals, snow conditions and hill updates.

‘We felt our ski messaging would have a large impact on the quarter-million commuters who frequent the station on a daily basis,’ says Marney St. John, director, leisure programs, the Americas at Travel Alberta.

The lure included direct mail containing an interactive CD featuring ski tips by office-dwelling ‘Sean,’ the ‘biggest Alberta ski fan,’ which were also housed on the microsite. Travel Alberta also placed kiosks in Toronto’s Sporting Life stores, touting its ‘Pick Your Powder’ contest for ski trips to the Alberta Rockies.

The campaign was created by Venture Communications’ Toronto office, in collaboration with its Calgary headquarters.