"Kalyna Country" attractions win Alberta provincial awards

EDMONTON - Rural East Central Alberta, dubbed "Kalyna Country," is definitely making an impression with Travel Alberta, at the same time that it is garnering the attention of holiday travellers and winning the respect of key players within the provincial tourism industry.

Five of 13 Alberta nominees for this year's Attractions Canada Awards are sites or events in Kalyna Country. Elk Island National Park, the Ukrainian Cultural Heritage Village, the Vegreville Ukrainian Pysanka Folk Festival and Lamont County's "Church Capital of North America" campaign (selected in two categories) were among the tourism attractions chosen to represent Alberta in the 2002 cross-Canada program.

Considering that Calgary, Edmonton and Rocky Mountain stakeholders also took part in the competition, the strong showing by East Central Alberta marked a significant breakthrough in industry awareness of the unique tourism products offered within Kalyna Country.

"It's just one more sign that our promotional efforts are starting to get greater recognition,î observed Jacqueline Vaughan, president of the Kalyna Country Destination Marketing Organization (DMO) and the owner of Kalyna Country Cottages, a bed and breakfast located south of Vilna.

"We strongly encouraged eligible operators to apply for the competition, and are naturally thrilled that so many active members of our DMO won provincial awards. Of course, it would be terrific if any of them were chosen to be featured in the Attractions Canada promotions, but even to be nominated is a great achievement," Ms. Vaughan stated.

The winners of the 2002 National Awards will be announced at a gala banquet that will be held in Edmonton on May 30.

In the meantime, Kalyna Country's 2002 marketing campaign has already moved into high gear in preparation for the summer season. This year's 120-page Kalyna Country Visitors and Events Guide is not only bigger than ever, it makes more extensive use of color and had a press run of 50,000 copies to meet growing demand. The new guide was published in record time, appearing in mid-February so as to take full advantage of Kalyna Country's extensive trade show campaign, and to allow for more comprehensive coverage of target markets.

By mid-April, an estimated 15,000 copies were already in circulation, distributed through outlets not only in the Greater Edmonton area, but in Calgary, Saskatoon, Regina and Winnipeg. Bulk deliveries are slated to be made shortly into British Columbia and Toronto, and the DMO office has begun mailing out guides in response to requests being received on Kalyna's toll-free number line or through the Ecomuseum website.

Although guides have now been dropped off in many communities within Kalyna Country and in neighboring towns and villages, more deliveries will be made in the weeks leading up to the long weekend in May.

"The unseasonable weather has meant that many people still arenít thinking about holiday activities,î noted Kalyna marketing director, Kevin Kisilevich." However, we want to be sure that they have the information about Kalyna Country handy as soon as they start planning for their leisure time."

Copyright © The Ukrainian Weekly, May 19, 2002, No. 20, Vol. LXX

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