Travel Alberta and Alberta Gaming, Liquor and Cannabis (AGLC) are collaborating to encourage locals to toast beer and wine producers while exploring the province’s must-see locales.

While Travel Alberta has highlighted known breweries and distilleries in the past, the new “Raise a Glass to Alberta” campaign marks the first time the destination marketer is championing the adult-beverage industry as a whole.

Travel Alberta and AGLC worked together to develop the creative strategy and key messages with C&B Advertising in Calgary, which created video and digital ads, and TWBA Canada, which aligned messages to the campaign website and developed media strategy.

“With more Canadians showing a desire to support local businesses by buying their products, we knew that the timing was right for a campaign like this,” says Travel Alberta CMO Tannis Gaffney. “And one of the easiest ways to support local is by visiting and purchasing products from the many local brewers, distillers and winemakers across the province.”

Gaffney says lack of public awareness of the array of local products and experiences available is often a hurdle to success.

“For example, did you know we do make flower wine in Alberta? Gaffney says. “The campaign also gives us the opportunity to highlight how these makers are helping turn watering holes into must-visit immersive destinations for locals and visitors alike.”

Gaffney tells strategy that the campaign aims to bring immediate support to local businesses. With many Albertans planning summer getaways, the CMO says it’s important encourage them to consider local.

Travel Alberta is expecting a strong summer for tourism with more Albertans and Canadians planning travel within the country, Gaffney says. Alberta is home to about 250 small and large liquor manufacturers that offer nearly 10,000 products made in the province.

AGLC supported the media budget for the campaign that targets Albertans older than 18 with its mix of digital and traditional media.

“The overall objective was province-wide awareness, so a mix of province-wide reach (digital) and high awareness media (TV) was chosen to support the campaign,” Gaffney says.

“Raise a Glass to Alberta” is currently running across Alberta on Meta, YouTube, broadcast TV, connected TV, radio and streaming audio and has also secured spots during the NHL playoffs.