Michael James
The Drumheller Mail
Canadian Badlands Ltd. is embarking on a new marketing campaign to help bolster tourism numbers across the Alberta Badlands after receiving a massive financial boost from the Alberta government.
For Drumheller, it is hoped the campaign will help send more tourists through the dinosaur capital of Canada.
“It’s an aggressive marketing campaign for the badlands and is going to be a good thing for us. I had a chance to see a snippet of the campaign and it looks pretty good from what I saw,” said Mayor Terry Yemen.
The Drumheller Town Council had concerns over the marketing direction of Canadian Badlands. Mayor Yemen felt any future campaigns should have a more prominent Drumheller presence.
In addition to Drumheller, Canadian Badlands serves over 60 other communities in southeastern Alberta, including Brooks, Lethbridge, Medicine Hat, Rosebud, and Vulcan.
The Alberta government is investing $550,000 to support a collaborative tourism model led by Canadian Badlands Ltd. The investment includes a $250,000 grant for the administration and operation of Canadian Badlands. The money will support the development of themed touring routes, attractions, outdoor recreation, and more.
The investment will also help Canadian Badlands deploy the new marketing campaign created by TAXI, an advertising agency with offices in Calgary.
“Tourism is everyone’s business,” said Doug Jones, President of Canadian Badlands. “With everyone collaborating, we have an extraordinary opportunity to generate economic activity and tourism development in southern Alberta. We are working together to make the Canadian Badlands the next iconic destination in Alberta.”
The funding for the investment was provided through the Alberta Tourism Levy, a four per cent levy collected by hotels, lodges, and other temporary accommodations.
“Tourism diversifies our economy and offers tremendous potential for growth and this is certainly true in the Canadian Badlands,” said Dr. Richard Starke, Minister of Tourism, Parks and Recreation. “Communities and industry are working together to enhance the profile and appeal of the region by encouraging investment, employment and development, and we are proud to support their efforts.”
