Crowsnest Tourism Alliance
The Crowsnest Tourism Alliance promotes the western locations along the Crowsnest Highway 3 (from Hope to Christina Lake) through partnership marketing in the BC & Alberta markets.
The alliance is comprised of the Similkameen Valley Planning Society, (with the Similkameen Independent Winegrowers); Destination Osoyoos, Boundary Country Tourism; Hope, Cascades and Canyons and Manning Park Resort.
We maintain the official Cruise the Crownest microsite, which is the main call-to-action for our digital campaigns.
CROWSNEST ACTIVITIES 2025
The primary emphasis is on spring and fall travel with summer and winter as the secondary seasons as there is capacity in all four seasons. Our road trip theme is Every Mile a New Memory.
Our approach is a combination of content marketing, SEO and digital messaging supporting the Cruise the Crowsnest seasonal campaigns that will target new markets, including a younger demographic, while expanding our current target audiences that have growth potential.
In addition to our annual digital audit, new content (written, updated imagery, video, and seasonal homepage slide shows) for the website will align with consumer demand, website usage insights, seasonal campaigns, and the Destination BC Marketing Strategy, in support of the Iconics, and targeting short-haul markets, primarily in BC.
Content that responded favourably in our previous campaigns included Road Trips, Top 10 Experiences by Season, and Lakes and Rivers. Four seasonal digital campaigns on META & GDN will support the Top 10 blogs by Spring, Summer, Fall, and Winter. There is the addition of social media, new video cuts (Spring + Fall), and two dedicated blogs for responsible travel and culture.
For spring 2025, the native digital advertising campaign in the Alberta market with Post Media hosted on the National Post ran from March 24 for four weeks. It is promoted to readers of the Calgary Herald and Sun, the Edmonton Journal & Sun, with a small target audience via the Vancouver Sun. It is also boosted through META advertising.
The Crowsnest Partners distribute print cards with a trackable QR Code through Consumer Shows and our local visitor centres to promote the Road Trip website.
Crowsnest ACTIVITIES 2024
The Crownest Tourism Alliance activities were reduced for 2024 as we financially supported the broader Highway 3 initiative for one year. We launched four seasonal micro META campaigns to keep our brand top of mind and paused our social media channels. Website statistics indicate our website is utilized by search for trip planning and travel conditions indicating travel intent to the corridor. Our seasonal campaigns promoted new blogs for each season for Spring/Summer/Fall & Winter 2024 in BC, Alberta, and Washington State.
DIGITAL CAMPAIGNS Spring/SUMMER 2023
The 2023 Spring digital campaign consisted of a programmatic digital display campaign targeting various websites and Facebook through the digital agency War Room. This campaign ran from April 26 to May 25, 2023. The Summer Bell Media campaign commenced on May 26 and concluded on July 21, 2023. The Crowsnest video was cut from the existing b-roll to support the Bell Media campaign and is also posted on the website.
Digital CAMPAIGN SPRING 2022
2022 activities consisted of the following:
• Digital audit of microsite (www.crowsnestscenic3.com) and social channels to ensure full channel optimization;
• Digital Spring campaign including Facebook and discovery advertising;
• Sponsored article, advertising, and social media campaign in the Calgary Herald.
2021 – INITIAL YEAR OF ACTIVITIES
The Crowsnest Tourism Alliance began in 2020 with a cooperative marketing application to the Destination BC Open Pool Program. In 2021 the group completed the brand and logo, developed the microsite, established Facebook and Instagram accounts, and created our first video from existing B-Roll. Our initial fall campaign was digital advertising in Vancouver Is Awesome, and a programmatic campaign with digital agency War Room.
