ATIA Launches "Tourism Works for Alaska" Campaign

Last week, the Alaska Travel Industry Association (ATIA) kicked off an in-state tourism awareness campaign. This year’s campaign focus is on the importance of reinvesting in Alaska tourism and utilizes a variety of sources in both traditional and non-traditional media. The traditional methods of the campaign include:

– Ads and a front page note in the Alaska Dispatch News
– Fairbanks Daily News-Miner ad
– 30-second TV spot on Gavel to Gavel, the television media that runs in the legislature

The “Tourism Works for Alaska” campaign also uses non-traditional elements that are focused on Alaska legislators in Juneau in an effort to help boost the “reinvest” message. Some of the items include:

– Java Jackets in coffee shops
– Pillow cards in hotel room
– Take-out stickers for food to-go containers in restaurants, and
– Cocktail napkins for bars and restaurants

All promotional items display tourism statistics highlighting the industry’s strong job numbers and major economic impact across the state. An ad is also running at baggage claim in the Juneau International Airport.

ATIA’s “Tourism Works for Alaska” is a year-round campaign, complete with a new website to showcase our industry’s messages and provide tourism members with tools and information. houses industry data that you can use when talking with your representatives about the importance of the tourism industry to your business and employees and why they should reinvest in the state tourism marketing program. The website also houses a toolkit with items used in this year’s campaign. Members are welcome and encouraged to use these items in your business to help carry the message to residents in your community.

The website is also a place where we would like to highlight your personal tourism stories and experiences. Why do you love working in this industry? What special experiences have you had with visitors? Why is Alaska’s tourism industry important to you? Please share your experiences with us, the industry and Alaska.

Finally, is also launching a new program to recognize those who are on the front line of the industry, the Alaska Ambassador Program. One person can make or break a travel experience for visitors. The Alaska Ambassador Program will recognize those in our industry who help remind our visitors why Alaska is so well known for hospitality and friendliness. Alaska Ambassadors can be anyone; bell staff at a hotel, a server in a restaurant, or a tour guide on an hour tour. We want to recognize these individuals who are making simple experiences into memorable ones. Watch for information on this program in the coming months.

ATIA thanks all those who contributed to this campaign through the “Media Awareness Campaign” contribution option in membership and gives a special thanks to our main sponsors: Explore Fairbanks, Mat-Su Convention & Visitors Bureau, Visit Anchorage, Alaska Airlines, Holland America Line and Un-Cruise Adventures. ATIA was also fortunate to have partners in the Alaska Cruise Association (ACA) and Alaska Airlines who are joining our efforts to remind Alaskans about the importance of a healthy tourism industry. Through the generosity of the ACA, the campaign Gavel to Gavel TV spots will run longer and more frequently. And through a contribution by Alaska Airlines, an ad will be placed in the Anchorage International Airport for six months, continuing to promote the “Tourism Works for Alaska” message.

To share your story, email your text, photo, and/or videos to Erica Hedman and put “My Alaska Tourism Story” in the subject of your email.