Travel Alberta is moving mountains to attract U.S. visitors with a guerrilla marketing campaign that projects a video of the Rocky Mountains on to building facades in three key U.S. cities.
The dual projection videos at high-traffic areas in New York, Los Angeles and Long Beach, Calif., show tenants of an imaginary apartment complex climbing out of their windows, traversing across an evergreen tree and then stepping directly into the Rocky Mountain wilderness.
The five-minute video, which is running on a loop every evening from June 10 to 14, invites passersby to visit GoCanadianRockies.com to find out what’s going on in Alberta this summer.
Derek Coke-Kerr, managing director of Travel Alberta, said the campaign from Calgary’s Venture Communications, not only showcases one of Alberta’s biggest tourist attractions, it also “helps us break through the clutter in our key markets.”
The videos will be operated by two truck-mounted projection units. Jon Mychajlyszyn, Venture’s creative director for the campaign, said the strategy was to “demonstrate escape from the concrete and brick urbanscape to the peace and serenity of the Rocky Mountains.”
The videos were produced by Calgary’s Joe Media and the projection is being managed by GoGorilla Media of New York.
