The Calgary Hotel Association is looking for agency partners to help drive tourism to the city and bolster overnight visits by drawing attention to Calgary as a business, sport and leisure destination.
The association has two RFPs in market: a “leisure and travel trade and e-strategy” assignment worth $3 million, and a “sport, culture and special events tourism” assignment with a $750,000 budget.
“We recognize that people don’t come to Calgary because there’s a Hyatt Regency here. They come for other reasons,” said Jon Jackson, executive director for the association. “We’ve done a lot of work with the Calgary Zoo, Calaway Park and the Calgary Stampede, and we’re really looking for a partner who can help us develop and execute the strategies around leisure marketing and our digital presence.”
Jackson said the association has worked for the past three years with Tourism Calgary and Venture Communications, its agency of record. The group would prefer to work with local marketing services firms, but are ultimately looking for partners that can generate the best return on investment for its members regardless of their office location.
The association typically employs traditional advertising – everything from television to print to outdoor and radio – but Jackson said digital advertising is a key piece of their marketing strategy and very effective for travelers who are doing more and more research online.
Jackson said that while they will continue to serve and defend the regional market (Saskatchwan to the East Kootenays and through Alberta), it wants to grow the long-haul market and target visitors from Eastern Canada, Vancouver and Vancouver Island.
A new agency partner will build upon and grow the association’s current brand message, “Calgary: Be Part of the Energy” created through Calgary Economic Development 18 months ago.
The deadline for submissions is October 25. Agencies will be shortlisted by Nov. 1 and a decision made by the end of November.
