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Mapping out a tourism marketing strategy for Crowsnest Pass

NATIONAL Public Relations was engaged by the Economic Development Committee of the Municipality of Crowsnest Pass to complete a full-scale web development project and multi-year tourism marketing strategy.

After completing the research phase of the project, NATIONAL developed a brand narrative and voice guide, the identification of specific traveller profiles (or personas), a multi-channel marketing strategy, and a content-rich website that is equipped to drive earned, paid and owned media and measure success.

NATIONAL compiled the quantitative and qualitative data from surveys, stakeholder interviews, industry trends, best practices, and developed not only a comprehensive marketing strategy, but also the brand narrative and its core pillars, which we used to inform content development.

The website incorporated unique features like the custom-built “MY PASS” feature, an interface that allows visitors to bookmark certain activities and articles for future reference and social sharing.

The site uses meta-data and key words to enhance SEO and leverages Google Analytics to tie the success of web traffic to measure the return on investment and to track the conversions to the website into actual sales.

The website is at