Welcome to Dinosaur Country!
There's still dinosaurs in Drumheller!
On this campaign, Alex led all levels of development and implementation, including conceptualization, copywriting, photography & design. Flexibility was key: print ads ran throughout the year, regionally and internationally. The campaign was extended to include digital ads, social media campaigns, and a display at the Museum gift shop. The road trip idea was also further extended to include the Museum's Calgary Stampede parade float. The imagery of Dinosaur Country laid the foundation for a fun and nostalgic trip, featuring some of the sights and signs of the campaign.
One of the obstacles that the Royal Tyrrell Museum faces is getting potential travellers to commit to a day trip out of the city. Throughout this campaign, the goal was to showcase the stunning skies and landscapes that you can enjoy on your trip into the Drumheller Valley. By giving potential customers another reason to make the trip, the Museum experienced some of the largest visitorship numbers ever in the summer of 2014 and 2015.
Running throughout the year, the campaign was tailored to include all four seasons. The style of the campaign was inspired by the wild west attitude of the badlands. In fall of 2014, we were finalists at the Alto Awards for Tourism Marketing.