Embark on a unique storytelling journey with Indigenous Travel Alberta (ITA) and Explore Edmonton (EE) as they bring Indigenous tourism experiences to life through the 'A Song Comes to Life' campaign, featuring a Cree musician and a distinct multimedia approach.
Indigenous Travel Alberta (ITA) and Explore Edmonton (EE)
March to April, 2023
Takeaways: The "A Song Comes to Life" campaign overachieved primary KPIs, having successfully raised awareness among and engaged the target audience. The campaign's distinct storytelling approach and audio content appealed to a diverse audience, including those who may not have initially considered Indigenous tourism experiences. Investing in creative executions that offer diverse ways for users to engage with your content - reading, watching, listening - invites various audiences to interact with the storytelling and take something different away from the experience.