The sights around the Drumheller Valley are breathtaking and challenging to capture in a picture perfect moment.
That is why Travel Drumheller brought in Calgary photographer, Jeremy Fokkens last August.
"Jeremy is a pretty well-known photographer in Calgary. We issued a public RFP (request for proposal) for that photography project. He applied and we felt that his experience and his understanding of the area really was the best choice for the project," explained Alyssa Berry, Marketing Consultant for Travel Drumheller.
"The project was co-op funded with Travel Alberta and Travel Alberta has a book or a library, so to speak, of photographers they work well with. Those photographers have to be in part of Travel Alberta's requirements in order for the project to be funded," continued Berry.
Travel Drumheller aimed to have photos that would attract a younger demographic of travellers with a passion for the outdoors, as well as cater to the average tourist.
"He did a great job; we had a great time working with him for the project that we partnered with the Town on. We also did some lifestyle photos that the town needed for economic development and then we had our tourism images," said Berry.
Berry also said that having this quality of photos puts Drumheller up with Jasper and Banff when it comes to promoting tourism.
The shoot took place over three days, one day to scout and two days of shooting.
It was not an easy task as smoke from neighbouring forest fires and bad weather made their way into the valley, but that did not stop Fokkens.
"It is a beautiful area, and once I found out about some of the kayaking tourism that was going on and obviously to jump in the river and shoot some of that was a highlight. It is always a pleasure to go out to Drumheller and shoot," he said.
"I already have a couple of personal road trips to come out and shoot there again. I love going out to Wayne, a wonderful area, I love going out there," concluded Fokkens.