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Randy Parker, President of Parcom Marketing, Cynthia Blackmore, Wetaskiwin Air Show and Cindy Ady, Minister of Tourism, Parks and Recreation. |
Wetaskiwin Air Show Selected as Winner of the 2008 Alto Award for Marketing Partnership
The Wetaskiwin Air Show, a marketing partnership between the Reynolds-Alberta Museum and the City of Wetaskiwin, was the proud recipient of the Marketing Partnership Alto Award presented at the 8th Travel Alberta Industry Conference held October 26 – 28 in Banff, Alberta. Winners of the 2008 Alberta Tourism Awards were presented with "Alto" trophies by the Minister of Tourism, Parks and Recreation, Cindy Ady.
The Wetaskiwin Air Show was a new concept with the City of Wetaskiwin participating directly in the planning and production of a major regional event in partnership with the Reynolds-Alberta Museum who used a non-traditional event to build reputation and leverage its marketing budget.
“The marketing campaign was designed to satisfy the goals of the two partners,” says Cynthia Blackmore, Marketing and Communications, Wetaskiwin Air Show Committee. “The City's goal was to launch a signature event as the principle way to build awareness of Wetaskiwin as the best place to live, work and play. The museum's goals were to increase public recognition of the facility as a family-friendly destination and to profile its significant vintage aviation collection.”
The results show this unique partnership took off. Alberta’s only free air show attracted 51,000 over the two-day Wetaskiwin Air Show event – more than four times the population of Wetaskiwin. The event returned $1.5 million to the community, a great return on the project investment.
“The Wetaskiwin Air Show partnership feels gratified that the production of the air show and the associated marketing efforts are recognized as innovative and progressive in the eyes of the tourism industry,” adds Blackmore.
The other finalists for this award were Calgary Stampede “Parlez-vous Yahoo?,” Calgary and Central Alberta Tourism Committee – “The Alberta Sweet Sixteen,” Red Deer.
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Randy Parker, President of Parcom Marketing, Cynthia Blackmore, Wetaskiwin Air Show and Cindy Ady, Minister of Tourism, Parks and Recreation. |
Media inquiries may be directed to:
Cynthia Blackmore
Reynolds-Alberta Museum
1-800-661-4726 or 780-361-1351