CTCC Case Study

'Back to Real' Interim Campaign _ Calgary TELUS Convention Centre


CTCC Case Study

'Back to Real' Interim Campaign _ Calgary TELUS Convention Centre

  • strategy
  • content-creation
  • social-media
  • advertising
  • branding
  • experiential
  • digital-development

The Calgary TELUS Convention Centre is a large events venue located in the heart of downtown Calgary. With more than 120,000 square feet of convention space, dozens of meeting and adjunct rooms, and plenty of customizable floorplans, they are a longstanding fixture of the Calgary events scene.

Challenge

After a long COVID-19 closure, it was time to bring real, live events and entertainment back to the forefront.

The COVID-19 pandemic put an abrupt halt to live events in the spring of 2020. Many venues simply paused until they could reopen again. But for the Calgary TELUS Convention Centre in the downtown core, these closures provided the perfect opportunity to upgrade and refine their space. When the city began to reopen in 2022, they faced a different problem: making sure people and planners alike knew about all they had to offer.

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Insights

We set out to remind people, in Calgary and beyond, about the simple joys of real life.

Using the tagline “Back to Real”, we built an interim campaign that would be used to enhance awareness of the CTCC’s new offerings to fresh and established audiences alike. We created a printed and downloadable “pocket guide” on how to re-adapt to the fun of real experiences after long lockdowns, complete with fun illustrations and copy to match. This was supported by a landing page, social media blitz, and a digital ad campaign, reminding people of the adventures waiting just off Stephen Avenue.

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Results

Over the four months of the interim campaign, the social posts had about 37,000 impressions online. Hundreds of people took the time to comment and engage, including some who shared their own “Back to Real” moments. While it was successful in raising awareness about the Centre and all it can do, our aim was to go beyond that. We wanted to create conversations, reflections, and gratitude in the community about the value of live events, and connect event professionals to local businesses, international artists, and everything in between. It really felt good to get back to real.

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