Parkland County is bursting with scenic landscapes, local gems, and hidden adventures—but many Albertans, including locals, weren’t seeing it as a destination. The County wanted to change that. The goal? Elevate rural tourism, draw new visitors, and boost local pride and economic activity.

Explore Parkland: Discover Your 5-Star Moment
We created Explore Parkland—a full brand and campaign platform designed to invite curiosity and celebrate the unexpected beauty of the region. At its heart was a simple, powerful idea: Discover Your 5-Star Moment. In Parkland County, even the unplanned can become unforgettable—a missed hike turns into a lakeside sunset, a wrong turn leads to the best pie you’ve ever had. These moments, often overlooked, are what truly make a visit memorable.

We flipped the script with a unique hook: what might normally seem like a letdown becomes the highlight of the story. “Only caught the sunset,” says Paul from Calgary, AB. What sounds like a disappointment? Actually, a five-star memory.

To bring the campaign to life, we built a distinct brand identity—from a modern logo system and nature-inspired visuals to a bold, user-friendly website showcasing local experiences and destinations. High-impact photography and video assets captured the charm and authenticity of Parkland, and formed the foundation of an integrated media strategy that spanned billboards across Alberta, digital ads, social media, and radio spots.

Every touchpoint worked together to reinforce the campaign’s message: the best memories aren’t always planned—they’re discovered. Explore Parkland became more than a tourism initiative—it became a heartfelt invitation to experience the region in its most real, rewarding moments.

The Result
Explore Parkland reintroduced the region to Albertans with warmth, authenticity, and charm. The campaign helped reshape perceptions of Parkland County—from overlooked to unforgettable—and encouraged people to see the adventure waiting just outside their own backyard.