CASE STUDY: Integrating video and a news release into a social media campaign

Last winter Travel Alberta engaged CNW to create and distribute a video to promote and document a publicity stunt they were carrying out in Los Angeles (check out the video here) to raise awareness of Alberta as a potential travel destination.


Travel Alberta pegs the worth of earned media value resulting from CNW’s release and Same-Day Web Video at $1,512,997.64 – exceeding their campaign goal thirtyfold.

As of today’s date, the video has received over 5,400 total video views on CNW’s network of video sites.

The video ended up being one of CNW’s most viewed web videos of the year. But more importantly, for Travel Alberta, the video also played an effective role in the overall social media campaign they had designed for the event. The stunt itself involved Travel Alberta team members driving a distinctively decorated bus around Los Angeles and inviting Angelenos on board to learn about Alberta, and for a chance to win an Alberta ski vacation.

I spoke with Julia Shelley, Manager, Marketplaces & Events for Travel Alberta, to discuss all the elements that went into their successful social media campaign.

To learn more about Travel Alberta’s step-by-step social media campaign, download the full case study here.

To see what Travel Alberta got up to in California this past fall, check out their news release here.

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