To get the right audience, at the right time, we had to work with the perfect partnerships in the early months of winter. So, we worked with the popular online extreme sports magazine GrindTV and created a long-form, immersive article that focused on the people and places connected to the feeling of thrill in Alberta. We shot a suite of short films to support our story of thrill. Each film featured the camera circling an athlete suspended in time and air, with only subtle details and blowing snow moving. We then repurposed the content for a cinemagraph partnership with Flixel, creating the first-ever 360-degree cinemagraphs. We drove traffic to our hero native content through banner ads, page takeovers and social media. By using GrindTV, Flixel and the authentic voice of skiiers, we were able to introduce Alberta to an engaged audience of millions of winter sports enthusiasts. People didn’t just connect with the feeling of thrill, they associated it with our province and made plans to find it here. Our content was viewed hundreds of thousand of times, earned extensive media pick up and exceeded the Twitter and Facebook benchmarks for the travel category. Most importantly, the winter campaign doubled conversion rates and increased traffic to our local travel partners by over 100%.