www.calgarystampede.com
The Calgary Stampede has a significant impact on the city
of Calgary. The Stampede is a volunteer-supported,
not-for-profit community organization that preserves and
promotes western heritage and values. Known as
“The Greatest Outdoor Show on Earth,” the Calgary
Stampede is best recognized for its ten-day rodeo and a
world-renowned tourism attraction.
Serving in a senior role for a market research firm, Christina headed up the Calgary Stampede brand exploration study.
As the Stampede entered into their park expansion
planning, the organization wanted to revisit their brand
values, explore public perceptions and determine ways to be
recognized in the community for its year-round activities,
beyond the 10-day rodeo event.
Working collaboratively with a public relations firm, the
team engaged key stakeholders (including volunteers,
board members, citizens in the surrounding Stampede
neighbourhoods, Calgarians and employees) to better
understand community perceptions of the Stampede.
Results were used to inform communications strategies
both internally and externally. The brand was refreshed
and communications strategies updated. Today the
Stampede is better recognized for its year-round role in the
community. As the new tagline says…
The Calgary Stampede. Here. All Year.