New attractions pass, Indy race among season’s highlights

Edmonton (June 13, 2011) — A new citywide attractions pass and the Edmonton Indy are highlights in Edmonton Tourism’s summer campaign, targeting visitors from Alberta, British Columbia, Saskatchewan, and the Northwest and Yukon Territories, complementing the region’s festivals, attractions, shopping, outdoors, arts and culture.

“Edmonton attracts millions of visitors to the city, many of whom come from nearby provinces and states. This campaign shows potential visitors many reasons to choose Edmonton as their summer destination,” says Ken Fiske, vice president of tourism and special events at Edmonton Economic Development Corporation.

New this year is the Edmonton attractions pass, which enables visitors to take in up to 15 attractions at a 60 per cent discount. “This pass offers incredible value for money and is a terrific introduction to what Alberta’s capital city offers,” says Fiske.

With a new operator and race track, the July 22-24 Edmonton Indy will also be highlighted in the summer campaign. “As the only Indy in Western Canada, this event brings major-league racing to the centre of our city. We are excited by the event’s new track and potential to attract visitors from near and far,” adds Fiske.

A multi-media approach targets potential visitors, including direct mail, e-marketing, promotional offers, and an anchoring website. Consumers are encouraged to visit www.edmonton.com/liveallyear for visitor information, vacation packages, and coupons; in addition, they can enter to win a spectacular summer getaway — including Indy tickets — and are eligible for an “instant-win” opportunity.

Tourism ambassadors are encouraged through the website to entice visitors to the region. Residents can invite family and friends to experience Greater Edmonton through the “Visiting Friends and Relatives” program. Participants can win a $500 West Edmonton Mall shopping spree by sending out e-card invitations. By visiting the same site, they have an opportunity to win monthly prizes through the “Thank You Edmonton promotion” as a reward for being a tourism ambassador.

A parallel campaign marketing the Edmonton Indy will start later this month, encouraging race fans and visitors to take in a newly designed course and citywide events in the lead-up to race day.

The summer campaign is a successful partnership between Edmonton’s Destination Marketing Hotels, the Edmonton and Area Tourism Destination Region, Edmonton Tourism, Travel Alberta and more than 15 tourism industry partners.

Media contact:
Renée Worrell
Communications Manager
780.932.4865
rworrell@edmonton.com

Edmonton Tourism promotes Greater Edmonton as the destination of choice for tourism, conventions, major events and film production and is a division of Edmonton Economic Development Corporation (EEDC).  Edmonton Tourism encourages socially and environmentally responsible tourism. For more information, visit www.edmonton.com Learn more about Edmonton through the stories of people who've experienced it at www.edmontonstories.ca