Drumheller Exploration Guide

The town of Drumheller, Alberta, is one of the world’s leading sites for paleontology research and dinosaur discoveries. Located in the heart of Alberta’s visually stunning badlands, the town has much to offer tourists from around the province, the country and the world.

The Challenge

Prior to 2012, the Drumheller & District Chamber of Commerce produced a visitors’ guide, but didn’t feel it was accomplishing the area’s tourism goals. Officials from the Chamber turned to RedPoint for solutions.

The Solution

RedPoint worked closely with the Chamber, and later the Travel Drumheller destination marketing organization, using a storytelling approach to the region’s rich history and stunning landscape. We created a brochure-size magazine packed with facts, maps, stories and images designed to generate exctement and interest, along with raising awareness of the Drumheller area and all it has to offer. The publication is advertising-supported and requires a multi-faceted collaborative approach, bringing together tourism officials, small businesses, writers, photographers, editors, art directors, an account manager and a production team to create a powerful 56-page marketing publication.

The Results

Tourist numbers in Drumheller have increased each year, as have visits to the traveldrumheller.com website. Now in its fourth year, the partnership between RedPoint and Travel Drumheller continues to be rewarding and productive.