With a handful of Alberta’s destinations accelerating in popularity through social media, a twofold problem has emerged: overcrowding and degradation at hotspots, while other beautiful areas get overlooked. As part of Travel Alberta’s sustainable tourism strategy, this campaign aimed to reverse that trend.
“Alberta’s Least Liked” challenges travellers to visit our lesser-liked, but by no means lesser-loved, destinations. This creative showcases the places that are just as stunning and worth visiting as the “Insta-worthy” ones.
Awards:
2025 Anvil Awards: Craft - Copywriting (Gold)
2025 Anvil Awards: Integrated Campaign under 50K (Gold)
AD: Mark Rowe CD: Jarrod Banadyga ECD: Phil Copithorne
