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Case Studies

Campaign Packages: Poster Campaign

Overview

The Alberta Ale Trail partnered with Tourismo to launch a Poster Campaign designed to boost awareness and drive engagement towards the new app at breweries across Alberta. By combining professional design with targeted placement, the campaign put the Ale Trail brand directly in front of craft beer lovers where they gather most. Each poster featured a dynamic QR code, linking visitors and locals to a direct download call-to-action, while providing valuable insights into campaign performance.

Challenge

The Alberta Ale Trail wanted to strengthen its presence at partnering breweries while encouraging visitors and locals to explore more of the province’s craft beer destinations. The goal was to create eye-catching materials that would not only raise brand visibility but also connect craft beer lovers to the Alberta Ale Trail app.

Solution

Tourismo developed a custom poster package tailored to the Alberta Ale Trail brand.
Key elements included:

  • Custom Poster Design – Bold, on-brand creative designed to stand out in busy taprooms and brewery spaces.

  • Targeted Distribution – 200 posters were printed and shipped either directly to breweries or to their destination marketing offices for further distribution.

  • Dynamic QR Codes – Each poster included a scannable QR code pointing users to the Alberta Ale Trail App page and promoting downloads. This campaign included over 50 unique locations, for both physical and digital posters.

  • End-to-End Management – From creative planning to shipping logistics, Tourismo handled the entire rollout.

  • Automated Reporting – QR scan data provided ongoing insights into engagement and reach.

Poster 1: You’re on the Alberta Ale Trail

Placed inside breweries to capture audiences at the source, this poster encouraged visitors to download the Alberta Ale Trail app and engage with challenges, contests, and giveaways through a dynamic QR code.

Poster 2: Alberta’s Liquid Gold Rush

Impact

  • Increased Visibility: Posters placed in partner breweries ensured Alberta Ale Trail branding was front-and-centre with its core audience.

  • Digital Conversions: QR code scans promoted app downloads and could be tracked by number of scans per location.

  • Partner Value: Partner breweries received promotion and more awareness of the Trail, strengthening the Ale Trail’s relationship with stakeholders.

  • Scalable Model: The framework can be replicated seasonally or across new campaigns with fresh poster designs and updated QR destinations.