Overview

Building on a strong Agency of Record relationship and past successes , the Grande Prairie Regional Tourism Association (GPRTA) commissioned WJ to reimagine their brand in 2022. The goal was to elevate GPRTA’s status as a destination of choice for travellers visiting Alberta, and to build their relationship with Travel Alberta to unlock further levels of funding and promotional synergy.

Challenge

Alberta’s tourist sector is weighted heavily towards major metropolitan centres (Calgary and Edmonton) and National Parks (Banff, Jasper, etc.). Pre-existing perceptions of the Grande Prairie region also painted it unfavourably as simply a rural city focused on agriculture and the energy sector.

Insight

The new visual brand leverages the universal appeal of the northern lights.  Messaging and tone of voice guidelines emphasize freshness, energy, and the excitement of the Grande Prairie region, being careful to not only emphasize the beautiful, untouched wildernesses that await, but the thriving cultural and business scenes, the unique tourism opportunities, and its position as a gateway to both Alaska and Canada’s northern territories.

Results

Under the tagline “Untapped, Unfiltered, Unforgettable”, the new brand has opened the door to a new wave of tourism in the Grande Prairie region from both local markets and further abroad. The GPRTA has also experienced greater recognition from Tourism Alberta, strengthening its reputation among fellow tourism associations and associated entities.