Alberta’s new marketing brand reminds visitors they need to breathe

EDMONTON – Alberta tourism officials have come up with a new slogan for their marketing campaigns: “Remember to breathe.”

The slogan, which plays off the breathtaking nature of the province’s landscapes, will appear in TV commercials, print ads and social media starting next month in Canada and the U.S. There’s also a new website, http://www.remembertobreathe.com.

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“This message will differentiate Alberta from competing vacation destinations both in Canada and internationally, and underpin our strategy to grow tourism spending in the province $1 billion by 2016,” said Bruce Okabe, CEO of Travel Alberta.

Currently, more than 22 million visitors come to Alberta each year, spending over $5 billion, the agency said.

The new brand follows 18 months of consultation with industry stakeholders and frequent travellers.