Tourism Jasper wants the world to know we’re wild.

After a whirlwind seven months, Jasper Tourism is launching its regional marketing campaign designed to bring visitors to Jasper during the shoulder season.

Using ‘Where the wild never left the wilderness’ as an overarching theme, marketers are pushing the area as an untamed, authentic wilderness destination.

Tourism Jasper executive director Maggie Davison said the campaigns must be respective to Jasperites, and will focus on shoulder seasons

“Whatever creative (promotions) we make, we ask ‘Does it speak to Jasper?” Davison said, noting they don’t want to over promise and under deliver on Jasper.

“We have to be respectful to the destination,” said Jessica Dunbar, marketing and brand development director with the campaign.

Jasper is attempting to attract two kinds of visitors, Davison said. Marketing efforts are targeting the ‘authentic experiencer and the cultural historian.’ By targeting specific groups, Jasper will get more bang for its marketing buck, she said. 

While Tourism Jasper is attempting to attract two specific visitors, Jasper National Park is attempting to bring more new Canadians into the park. Renovations to their campsites are designed to accommodate more R.V. traffic. They also have a campaign allowing Grade 8 students free entry into the park.

The Tourism Jasper campaign will only promote the community during the spring, where there is room in town for more visitors.

The first wave is partnering with restaurants for a food and wine festival, putting a spin on a hunting theme – called dining season. It will include several newspaper inserts and entice visitors to come to Jasper midweek by using a ‘dining permit’.

In order to pay for the campaign (and subsequent campaigns), ten restaurants will begin charging an extra two per cent on their bills beginning May 1. Fiddle River, Jasper Brew Pub, Papa George’s Tekarra, La Fiesta, Evil Dave’s, Andy’s Bistro, Earl’s restaurant, Cafe Mondo and Cassio’s Trattoria will all add the surcharge to their bill. Davison hopes more restaurants will come on board during the next month, while negotiations with attractions such as Marmot Basin and the Jasper Tramway are still ongoing. Adventure groups such as rafting companies and hiking guides will be approached next week to add two per cent to their bill.

“The campaign provides a direct link to the partners,” Dunbar said.

The second phase, entitled ‘My Jasper’ invited several community members to share their stories about Jasper, which will be used in marketing campaigns. A DVD has been created featuring activities in and around Jasper. The idea is to promote the destination as an authentic, eclectic spot, Dunbar said.

“It belongs to everyone who feels connected to the place,” Dunbar said.

The campaign will appear in print and radio ads in Edmonton, Saskatoon and Red Deer.

The third phase of the campaign will target Calgary, using a ‘Cabins not condos’ slogan. Davison again hopes this will promote the untamed elements of Jasper, setting it apart from Revelstoke, Whistler and Canmore.

The campaign will then follow up with several surveys, while social media will be monitored to determine the effectiveness of the campaign.

“We all worked hard to understand Jasper and depict it in a way the community would be comfortable with,” Davison said.