Background – Travel Alberta secured a sponsorship agreement with the LA Kings and Staples Center, which included a range of benefits including signage, a hospitality package, promotion rights and event day use of the Nokia Plaza, located immediately adjacent to the arena.
Travel Alberta Objectives – To engage LA Kings fans and have the experience the various physical and cultural attributes of the Province of Alberta, with the goal of driving tourism from southern California to Alberta..
Solutions – WAM created the largest environment ever attempted at LA Live, installing a full lake and real forest on the site, complete with canoes and fly-fishing demonstrations. Live entertainment was presented on stage, featuring popular pop-rock acts from Alberta as well as performances by aboriginal groups. Street performers and stilt walkers created a festive ambiance at the site. Interactive games were installed on the site which represented various activities and adventures available to tourists to Alberta, ranging from white water rafting to bull-riding, golfing and more. Attendees were invited to enter a contest to win a trip to Alberta along with other prizes.
Results – Over 20,000 fans entered the contest, and over 45,000 people participated in the events. Media coverage generated hundreds of thousands of dollars in media value. Post-event surveys indicated a strong increase in awareness of Alberta as a travel destination.