Case Study

Tourism Saskatchewan

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Land of the Living Skies

Saskatchewan has to produce superior messaging in order to stand out from their competition in the tourism industry. It was critical that Tourism Saskatchewan create outstanding campaigns to continue to attract vistors and to grow resident pride in the province. Together with Tourism Saskatchewan, Phoenix Group was challenged to change the perception of our province as a travel destination. We helped launch a complete brand platform and long-term campaign to embrace and showcase the qualities unique to Saskatchewan.

What we did:

  • Marketing plan
  • Creative development
  • Graphic design
  • Media planning and buying
  • Branding
  • Market research
  • Analytics


creative assets produced in 2018


increase in website engagement by targeted content strategy in 2018


For the first phase of the campaign we confronted the perception of Saskatchewan simply being "flat" head-on. Two spots were created, embracing our southern landscape. One spot focused on family, our friendliness and hospitality. The second spot highlighting another part of Saskatchewan--the greatest show on earth, our spectacular night sky, and our dark sky preserve.

  • We produced 331 creative assets in 2018
  • Targeted content strategy lifted website engagement by 290% in 2018

Starry Night




A Multi-Faceted Travel Destination

We launched the second phase of this campaign sharing experiences in Saskatchewan’s north, family camping, and paddling adventures. This was followed by an urban-focused spot that showcased our cities and hidden gems—aimed at a younger experience-seeking audience. The breadth of the campaign communicated the incredible destinations Saskatchewan has to offer.

Through the Woods

Prince Albert National Park

Northern Saskatchewan

Churchill River

RCMP Fort Family

Fort Walsh

Experience Saskatchewan

Our work with Tourism Saskatchewan has aimed to attract a diverse audience without alienating any one demographic. It showcases how multi-faceted travel destinations can be featured through a consistent brand promise and integrated strategy across many channels.