Travel Alberta: Introducing Hellboy

markettiers has been working alongside Travel Alberta to raise awareness of Alberta as a must-visit holiday destination for British families. Alberta is widely recognised as having the largest concentration of dinosaur fossils in the world, and so markettiers and the tourist board devised a campaign strategy to coincide with the new Jurassic Park movie UK premiere.

Research was undertaken by markettiers sister market research agency Opinion Matters to discover the nation’s knowledge of dinosaurs and the various species. Using the research results, a fun and quirky news line was developed to maximise broadcast appeal.

To tell this story – historian and writer/presenter of Dinosaur, Myths and Monsters on BBC Four – Tom Holland was secured. With Tom’s expert knowledge on prehistoric animals, he was able to confidently talk on the subject with confidence as well as the Travel Alberta research. 

On top of this, Tom was able to offer broadcast media outlets the insider view on the latest Dino-Discovery – ‘Regaliceratops Peterhewsi’ or Hellboy as he is otherwise known following his most recent trip to Alberta.

markettiers secured a schedule of interviews for Tom including Sky Sunrise, seven BBC outlets including BBC Radio Manchester, Lancashire and Oxford alongside a series of influential commercial outlets. To make the most of Tom’s time on the day of the broadcast interviews, a short form video feature was filmed in our in-house TV studio to support the broadcast outreach. The edit was undertaken on the same day as a quick turnaround was vital to maximise coverage opportunities and coverage was secured on online media with Belfast Telegraph and Liverpool Echo.