EXSM 5512; Assignment 4; Original Content Creation
For this project, I chose to focus on a brand I’ve always admired: Travel Alberta. I am an Edmontonian by birth, which means my lens has been shaped and crafted by Alberta’s landscapes. Ice encrusted rivers, spruce trees dotting wheat fields, and snow dusted mountain peaks; My original inspiration.
Below are examples of content I created after doing research into Travel Alberta’s branding guidelines. I have loosely applied their design rules by using Sans Serif font and choosing photos* that featured bright greens against bright blues, or dark greys against stark whites. I also chose photos that are high quality and authentic-feeling, and are not edited with filters. These “rules” are outlined in a resource** available with a simple google search. Most importantly, I ensured each piece of content was optimized for mobile use. I included portrait sized photos and organized the content in the blog post for optimal scrolling ease.
My main piece of content for this project is my blog post, or “Story” as Travel Alberta refers to it on their website. I optimized the copy for keywords Wild, Alberta, and Experience. On their landing page*** alone, Travel Alberta mentions the words '“wild” and “experience” seven times each, and “Alberta” 20 times. For my longer form copy I focused on a tone that is casual yet educational, as well as engaging and conversational. For headlines, I used actionable and exciting words to grab attention. The title sells itself (Alberta’s Best Kept Secrets) and the subtitle allows for great SEO (Hidden Hikes and Viewpoints Along the Icefields Parkway).
For the second piece of content, I created an instagram post that aligns with the photography guidelines, uses Sans Serif and has a clear call to action: “READ MORE”. The swipe up would bring you to the blog post I wrote on Travel Alberta’s website.
Lastly, I created a section of short and medium form copy that would be featured at the bottom of the blog post page. Although they don’t have links for this project, they would have internal links taking you to each blog post on the Travel Alberta website. I tailored this section to what Travel Alberta refers to as “Awareness copy” in their brand resource document**, which uses engaging descriptors to promote a CTA.
*All photos are my own, taken with 35mm film on my grandpa’s old camera!
**https://industry.travelalberta.com/files/resources/resources_2021-05-01_travel-alberta-brand.pdf.
Spanning over both Banff National Park and Jasper National Park, the Icefields Parkway (Highway 93) winds between Alberta’s Rocky Mountains. On this road you can spot Big Bend Peak, brush the shoulder of the famous Athabasca Glacier and glide alongside the Sunwapta River. Wild and wide, the Parkway offers 227km of paved road to host your next adventure! But how do you know which spots to choose?
We know you’ve already heard of popular spots like Peyto Lake or the Columbia Icefields experience, so this guide is for the off-the-beaten-track seekers. Hear it from an Alberta local!
Alberta’s Best Kept Secrets
Hidden Hikes and Viewpoints Along the Icefields Parkway
Stuttfield Glacier
Keen to avoid busloads of people and hefty charges at the Columbia Icefield Skywalk? Drive a few more kilometres North of the Skywalk and stop at the Stuttfield Glacier Viewpoint. The Stuttfield ice cascades over 3,450 metres of rough, jagged rocky mountain. Below it lies a valley of spruce and pine alongside the beginnings of Athabasca River. It’s impressive height and easy parking makes it a worthwhile substitution for the hectic crowds of the Columbia Icefields Discovery Centre.
Beauty Creek
While you may want to skip this hike in favour of a more rewarding waterfall, Beauty Creek is well worth a visit. Locals agree it’s the perfect rainy day walk! Tall pine trees line the dirt trail, some hundreds of years old due to the short growing season at 2000 metres altitude. You’ll follow the river along cliffs of moss, eventually reaching Stanley Waterfall. Though small, the waterfall is still beautiful and the hike offers an experience that’s both wild and peaceful.
Boundary Lake
This is a hidden trail that takes you over the old Highway 93 (first built in the 1930s) to a pristine lake known by Albertans as Boundary Lake. Named for its proximity to the border between Banff National Park and Jasper National Park, this is the perfect spot for a picnic or a quick dip if you’re brave (the lake is fed by a glacier!). You’ll feel like you’re in your own paradise, and may even spot a few wild animals. If you’re an experienced hiker, you can also hike past the lake to Boundary Peak for a view of the Athabasca Glacier!
Let us know which stop was your favourite! Tag us in your photos at @travelalberta on Facebook and Instagram.
Sample of Instagram story promoting the above blog post
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