Travel Alberta Wins Platinum at International Adrian Awards

CALGARY, Jan. 29, 2013 /CNW/ - Travel Alberta received an advertising Platinum award at the 56th annual Adrian Awards gala on January 28, 2013 in New York, NY. One more accolade for the (remember to breathe) video. Hosted by the Hospitality Sales & Marketing Association International (HSMAI), the Adrian Awards is one of the largest and most prestigious travel marketing competitions globally.

"We are very proud of the impact our Alberta brand video has made globally," said Bruce Okabe, Travel Alberta's Chief Executive Officer. "Our goal is to present compelling invitations for travellers to experience the authentic adventures Alberta's breathtaking landscapes have to offer. We are delighted at the global recognition our video has received. Each award we receive is an indicator that we've hit the mark and are striking a chord with travellers worldwide."

A Gold honour was also awarded to Travel Alberta for the same entry in the consumer video category. The (remember to breathe) video has received unprecedented attention and within six months of posting on YouTube, generated more than one million views.

"Alberta is a spectacular destination - and Travel Alberta has done a remarkable job capturing and sharing it with the world," said Christine Cusanelli, Minister of Alberta Tourism, Parks and Recreation.  "The (remember to breathe) campaign stands out in this competitive industry.  I congratulate Travel Alberta for creating such an enticing and memorable snapshot of our province."

Travel Alberta also received a Bronze award for work done with public relations agency Current to bring LIVE! With Kelly to showcase Alberta. In April 2012, the Emmy-winning syndicated morning show filmed four episodes on location in Banff.

This year's contest attracted more than 1,100 submissions, with entries judged by top executives from all sectors of the tourism industry.  The Adrian Awards honour outstanding achievements in advertising, public relations and digital marketing in the travel industry. HSMAI is an international organization of sales and marketing professionals representing all segments of hospitality, travel and tourism.

"The bar is continuously set higher each year in regards to the quality of Adrian Awards submissions we receive," said Fran Brasseux, HSMAI executive vice president. "This year's winners in travel advertising,  public relations, and digital marketing exemplified marketing innovation that led to outstanding results, and demonstrated the power of marketing integration across all channels. "

All winning entries are accessible in the Adrian Awards Winners Gallery online at

Since becoming a Crown corporation on April 1, 2009, Travel Alberta has earned more than 20 awards related to excellence in tourism marketing, including marketing campaign of the year from the Tourism Industry Association of Canada (TIAC), a gold honour in Travel Weekly's Magellan Awards, and  the diamond award as best entry in the annual Golden City Gate Awards at the International Tourism Fair (ITB) in Berlin.

About Alberta
Alberta, located in western Canada, is as vast as it is varied in landscapes and adventures.  Alberta is an exceptional vacation destination that promises authentic experiences in breathtaking landscapes.

About Travel Alberta
Travel Alberta is the tourism marketing organization for the province of Alberta. A team of youthfully spirited adventurers, we lead the Canadian tourism industry in marketing Alberta's extraordinary experiences around the world.

The Hospitality Sales and Marketing Association International (HSMAI) is committed to growing business for hotels and their partners, and is the industry's leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals & their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as HSMAI's MEET, Adrian Awards, and Revenue Optimization Conference. HSMAI is an individual membership organization comprising more than 7,000 members worldwide, with 40 chapters in the Americas Region. Connect with HSMAI at,, and

SOURCE: Travel Alberta

For further information:

Media contact:

Jennifer Anderson - Director, Communications
Travel Alberta

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