Mix of nostalgia and modern swagger launches Stampede’s centennial
The Calgary Exhibition and Stampede this week launched the first phase of its 2012 centennial marketing and advertising campaign–the most expensive and expansive in its history–by emphasizing the enduring links between the Stampede and Calgarians.
The “We’re Greatest Together” campaign, from Calgary agency Karo, is a series of print ads and TV spots running in the Calgary area. “The campaign really tells the story that Calgarians created the Stampede and it’s how they come together to celebrate who they are,” said Deanne Carson, the Stampede’s vice-president of marketing and external relations.
Phil Copithorne, Karo’s creative director, said the campaign is intended to remind Calgarians “of all the things they love about the Stampede.”
The five spots use a blend of archival and modern footage to show that despite the differences in the way they do it now, as opposed to a century ago, Calgarians have always danced, dined, dressed and ridden at the Stampede. The spots end with a variable tag: “The city that rides/dances/creates/dresses/dines together, stays together.”
Although the Stampede chose to begin its centennial marketing rollout at home, Carson said the creative and footage in these spots will form the basis of regional and international campaigns in upcoming month. She said the Stampede will be taking its centennial message into countries and markets it has never reached before thanks to a $5 million federal grant through the Canadian Tourism Commission. “We have gone international before, but never this big and this broad,” said Carson.
The ad campaign launched in conjunction with another aspect of the centennial marketing strategy, a special “sneak-a-peek” look at some of the new attractions at the 2012 Stampede, including a new rollercoaster named after a famous Stampede bucking bull, a 260-metre zip line across the grounds, a new and expanded horse show, an array of concerts and a partnership with Roots Canada to create a line of Stampede centennial clothing.
Carson said a special hundred-day launch beginning in March will reveal additional information “to keep the media and the public interested and informed, and to build the energy” leading up to the July event.
The new campaign is the Stampede’s earliest entry into the market because “people start planning their vacations a year in advance and we want to roll out information as we have it so they can work the 2012 Stampede into their plans.”
• Related: Deanne Carson wants Stampede to go global
What do you think of the new Stampede campaign? Is it a suitable foundation for national and international marketing? Post your thoughts in our comment section.
