Tourism Calgary Case Study
At a time when national and international perceptions of Calgary were weak. We were viewed as a“One-horse town” with a “Lack of culture and the arts”. “A difficult city to attract diversified businesses and talent”.
Tourism Calgary set big goals for 2020:
•Grow tourism revenue to $2.1 billion
•Grow international visitation from 10K to 85K
For Calgary to be re-imagined in the minds of consumers, travelers, and businesses, Tourism Calgary knew that collaboration would be key to success. A partnership was forged with Calgary Economic Development to develop a common strategy and a common voice to bring to the market through a coordinated message system, industry and non-industry buy-in program, and comprehensive adoption strategy.
The work of refreshing Calgary’s brand included:
Extensive civic partner collaboration
Long-term sustainability strategy
Sourcing funding opportunities
Agreement on brand enhancement, evolution, investment, and distribution plans
Internal and external communications and marketing plans