EDMONTON, ALBERTA -- (Marketwire) -- 11/07/12 -- Edmonton Tourism's 2012 winter campaign launched this week, focused on increasing the region's market share of visitors from rubber-tire markets. The campaign is targeted at Alberta, British Columbia and Saskatchewan, recognizing that over 75 per cent of visitors to Greater Edmonton come from these short-haul markets.

"Our winters offer diverse activities. For example, Edmonton's arts and cultural offerings - theatre, dance and music - attract visitors and residents alike, and distinguish us from our competition," says Jenifer Christenson, executive director of external relations at EEDC.

Enticing visitors with winterized itineraries, outdoor activities, vacation packages and promotions, the campaign will roll out in two phases using a multi-media approach with emphasis on digital elements. Visitors considering an Edmonton holiday are encouraged to check www.edmonton.com/liveallyear for "instant win" opportunities, search visitor information and vacation packages, access online coupons, and enter to win an Edmonton getaway experience.

Phase one runs across Alberta until December 31 and focuses on the holiday season. Beginning in January, phase two expands its reach to include Saskatchewan, northern British Columbia, northern Alberta and the Yukon and Northwest Territories.

Visitors will experience Canada's vibrant festival city this winter, through the arts, theatre, film, culture and sports. Alberta's capital city hosts a wide variety of festivals year-round, and the winter festivals are an important part of the city's DNA.

"Through the winter campaign we want to encourage visitors to enjoy what Edmonton's winter wonderland offers and weave that into how we live, play and celebrate year-round," says Christenson.

Tourism ambassadors are encouraged through the website to entice visitors to the region. Residents can invite family and friends to experience Greater Edmonton through the "Visiting Friends and Relatives" program. Participants can win a $500 West Edmonton Mall shopping spree by sending out e-card invitations. By visiting the same site, they have an opportunity to win monthly prizes through the "Thank You Edmonton promotion" as a reward for being a tourism ambassador.

The winter campaign is a successful partnership between Edmonton's Destination Marketing Hotels, Edmonton Tourism, and Travel Alberta.

Visit Edmonton.com for more information on Edmonton Tourism, or follow us on Twitter and like us on Facebook.

Edmonton Tourism promotes Greater Edmonton as the destination of choice for tourism, conventions, major events and film production and is a division of Edmonton Economic Development Corporation (EEDC). Edmonton Tourism encourages socially and environmentally responsible tourism. For more information, visit www.edmonton.com. Learn more about Edmonton through the stories of people who've experienced it at www.edmontonstories.ca.