About Canadian Badlands
Canadian Badlands Tourism (CBT) is a not-for-profit Alberta Corporation providing a new and innovative approach to creating an integrated, destination-based tourism industry in Southeastern Alberta. CBT is the largest co-operative regional partnership of municipal governments in Alberta. The shareholders are 66 municipal governments recognizing the power of co-operative efforts to develop and implement a strategic regional tourism development plan.
The Canadian Badlands Seasonal Passport (a free downloadable PDF on the Canadian Badlands website) is a bright, playful guide to the wonders of the region, full of compelling imagery, illustrations, simple listicles and visitor information.
This guide is designed to inspire visitors looking to explore the region by giving them a complete overview of the Badlands. Stories, itineraries, iconic visuals and interesting facts share the pages with more detailed tourist information, all organized by geographical area and “hub” city.
In our 5th campaign for CBT, we introduced the “It’s About Time” tagline – a short but clever way to speak to the region’s uniqueness & rich history, its proximity to key target cities, and as a strong call to action to new visitors. Collaboration with local DMOs lead to our best campaign results yet.
nonfiction worked closely with Calgary-based Loknow to best optimize the Canadian Badlands digital ad buy. Utilizing state-of-the-art data harvesting methods and strategic ad placement on various digital platforms such as hyper, search and social, gave us the ability to target specific audiences, geographic locations and demographics.
Canadian Badlands Tourism came to nonfiction studios to assess the feasibility of integrating third-party data feeds as the main content source for their existing website. In tandem with revamping the backend system and implementing a custom solution for automated content updates, we also refreshed the website layout with strong imagery and inspiring messaging.