Tourism Vernon is focusing their marketing efforts east of the BC border, hoping to draw more Alberta residents to the North Okanagan this year.
As part of their 2014 marketing plan, they have earmarked $70,000 to increase awareness in the key tourist markets of Calgary, Edmonton and the Lower Mainland.
The campaign will run much the same as last years, when the Spring campaign included over twice as many contest entries as 2012 and winners were given the choice of selecting from a wide array of prizes, thus allowing them to research consumer preference.
Their Fall campaign included heavy radio promotion in Vancouver and a well timed article in a Calgary newspaper that generated a significant increase in visitation to their website.
An integrated campaign will once again be a major focus of their marketing efforts again this year, and a two per cent tax revenue generated through hotels in the area will help too.
The Municipal and Regional District Tax (MRDT), formerly known as the Additional Hotel Room Tax (AHRT), generated approximately $150,000 last year.
Visitor Centre staff will also attend both the Vancouver and Calgary Outdoor Shows, in addition to specific bike or cross-country ski shows in other markets.