Celebrating Alberta’s “outdoors for everyone”.

For outdoors enthusiasts and adventures seekers, there’s so much to love about Alberta. It offers breathtaking landscapes and all kinds of ways to explore, any time of year. Alberta just needed to get the word out to. Travel Alberta turned to FINN Partners to help build the cache of the destination’s vast winter offerings, introducing the spectacular Canadian Rocky landscape to active travelers and outdoor explorers.

FINN built a strategy to tell compelling, aspirational stories about Alberta around an “outdoors for everyone” positioning.


Help build Alberta’s brand as a premier destination for year-round outdoor adventures with endless opportunities to ski, hike, ice climb, trailrun, fish, ice skate, forest bathe, kayak, paddle, and explore.


Consumer – Lifestyle


billion impressions

The Work

First, we reached new audiences by opening the “outdoors for everyone” storytelling opportunities to new sets of media — those who might not typically cover outdoor/adventure experiences.

Pairing Travel Alberta with another client, Vacations by Rail, we hosted media for an experience that combined the comforts of train travel with outdoor adventure during the winter months.

We also helped Travel Alberta take advantage of popular trends — capitalizing on the launch of Disney’s Frozen 2 and on the story of an archaeological discovery in Alberta.

Finally, we developed an experiential and authentic NYC event, Winter Warmth, where journalists learned about Alberta’s features and culture. A local Alberta chef prepared foods and crafted a narrative about how nature, culture, and food intersect for a truly distinctive experience in Alberta.

FINN went far beyond the adventure publications, securing outdoor-centric coverage in top-tier publications, including The New York Times, Travel + Leisure, National Geographic Traveler, Atlas Obscura, Departures, Condé Nast Traveler, MSN, Travel Channel, Essence, Bustle, Cosmopolitan, Forbes, PureWow, USA Today, Barron’s, The Wall Street Journal, The Points Guy, Matador Network, AFAR, Women’s Health, Reader’s Digest, and more.

Our efforts garnered over 3.9 billion impressions in a year.