Campaign objective:

1. Leverage the Tourism Calgary ‘Doors are open” campaign

2. Call to action: buy from affected business zones in Calgary

and Southern Alberta

Dates: Phase I – Calgary: mid to late July launch

Phase II – Southern Alberta: Sept 1

Messaging:

1. We’re open for business.

2. Support businesses in flood affected areas.

Slide 3

Regional campaign approach

Funding

Slide 4

Campaign Partners

Slide 5

Calgary Creative

Slide 6

Print – 6 weeks July 19

Calgary Creative

Slide 7

Editorial – 10 insertions July 19

Calgary Creative

Slide 8

Digital – 4 weeks July 19

Calgary Creative

Slide 9

Outdoor 4 weeks July 29

Metrics - Media

Slide 10

Channels:

• TV

• Print

• Radio

• Editorial

• Outdoor

• Digital

• Events

• Blogs

• Social Media

• App (One Story)

Metrics – Social Media

Slide 11

Research – Campaign Effectiveness

Slide 12

Phase 2: rediscover our region

Slide 13

Regions affected:

• Calgary

• Bragg Creek

• Banff

• Canmore

• Black Diamond

• Turner Valley

• Kananaskis

• High River