Tourism Industry Association of Alberta (TIAA)

With young Albertans no longer seeing tourism as a viable career option, the industry is facing major labour shortages. In 2023, we helped TIAA leverage grant funding and launch a digital campaign directed at Gen Z Albertans.

Sparking interest in the tourism industry required meeting the audience on their platform and in their language. We created an influencer-driven, made-for-social campaign that capitalized on a popular evergreen trend (pardon the oxymoron). “Day in the Life” captured real people crushing it in the Alberta tourism industry, proving jobs in tourism can lead to rewarding, successful lives.

After running on TikTok, META, Snapchat and online, the campaign over-delivered by 120%, with 12 million impressions and 1.3 million video views in only seven weeks.

AD: Luke Callahan CD: Phil Copithorne Agency: C&B Advertising