Travel Alberta has awarded its social media marketing to Village & Co of Vancouver for a three year term.
Venture Communications won the creative portion of the account earlier this year, while Karo continues to direct the design and foundation of the brand, said Royce Chwin, managing director, global marketing and brand strategy.
Chwin, who worked on the Canadian Tourism Commission’s Brand Canada for three years before joining the provincial crown corporation, said that while social media currently makes up less than 10% of the overall marketing platform, it is growing quickly.
“[Social media] allows the brand to live its personality and talk with our target,” said Chwin.
The target market for this work – “free spirits” – is one of nine consumer segments identified by the CTC in recent years. This particular segment covers all age groups, but is defined as “youthfully spirited, active and engaged, and they come back with these amazing experiences,” said Chwin.
Village & Co partners Justin Young, creative director, and Nora Ahern, managing director, are well versed in the brand, having worked with the CTC at DDB Canada before launching their own social media agency. They also work with Tourism Calgary.
“It’s nice to have both the clients in the same province because there’s a lot of symmetry there,” said Young.
