Travel Alberta: Your Sign to Travel

In 2024, Travel Alberta sought to position the province as a transformative travel destination—an inspiring place that leaves a lasting, positive impact on all who visit. While brainstorming, I asked myself, “What existing format encourages people to reflect on personal transformation?” That question sparked the idea for a horoscope-inspired campaign.

What began as a couple of one-off radio spots quickly evolved into a series of twelve ads. Each is tailored to a unique astrological sign and recommends a specific Alberta activity. The concept further expanded into a paid social series of Meta carousels. Its landing page featured full horoscopes and trip inspiration highlighting local tourism operators. Scroll to see what Alberta activity will awaken your wild side, as written in the stars.

AD: Scott Frank AD: Mark Rowe CD: Phil Copithorne

Agency: C&B Advertising