The primary objective of the campaign was to create more awareness for the unique winter-vacation destination that is
Alberta, Canada in the Dutch market. Secondly, promote KLM's new destination of Edmonton as the
Northern Gateway to the Rockies.
When it comes to a unique winter vacation, you don't want to plan it with the standard travel guides or brochures. You
want a taste of the authentic experiences that Alberta is all about. Knowing that pictures are worth a thousand words, we
didn't create an ordinary campaign. We created the world's first interactive travel planner based on real Instagram photos
of Alberta. Introducing: The Instatrip
The online planner invites you to put together your personal trip based on Instagram photos of winter activities in Alberta.
By selecting these photos, the Instatrip plans a unique day-to-day road trip through Alberta filled with your favourite winter activities.
All Instatrips were converted into personal itineraries to be shared as small video clips on social media.
At the end of the campaign, two lucky planners got the opportunity to actually experience their own unique Instatrip,
built around the exact winter experiences they selected. Their Instatrip was then filmed and broadcast as a
documentary on Discovery's online and TV channels in the Netherlands.
To promote the Instatrip and stay close to the authentic experiences in Alberta, we invited influencers to experience their
own Instatrip, both online and in real life. From preparation for the Canadian winter, to Edmonton, the starting point of the
Instatrip. By using user generated content together with real experiences from influencers, it makes the ultimate
winter vacation seem very close indeed.
With the Instatrip, we allowed people the indulgence of browsing through beautiful Instagram photos and
inspired them to create their own Instagram-powered vacation.