Travel Drumheller has a multi-phase strategy to get tourists into the area, and it involves the internet -- a lot.
The first phase is already complete: a new Travel Drumheller website.
"[Now] we have a website that [is] continually changing and updated," said Operations Manager Alyssa Berry. "The site we had before was just very static, so if people came, the information wasn't always as robust."
The second phase, which in currently in progress, focuses on using digital advertising to entice people to visit the Drumheller area. Berry explained that the group received a grant from Google in 2017 which it used to buy Google ads for the Travel Drumheller website.
"Pretty much all of our budgetary funds go towards external marketing," admitted Berry. "We specifically looked at the online world, mainly because it's way more cost-effective, you can reach way more people and it's actually measurable."
Berry explained that now she is able to see who visited the website, how they got there, what hotels and restaurants they clicked on on the website, etc. This information can help the group improve their marketing strategy heading forward.
"We're really going to focus on growing our social media channels. We have a lot of potential there to be able to push out really interesting content and showcase our destination a little bit more than we are. So, that is one of our goals for 2018."
Travel Drumheller's Exploration Guide also got a makeover in 2017. The Exploration Guide is now published in magazine format, with a greater focus on articles and content than in previous years. In 2018, Travel Drumheller hopes to expand its distribution of the Exploration Guide to areas outside of Drumheller to encourage people to visit.