Calgary StampedeJuly 6 - 15, 2007 Campaign2007 THE CHALLENGE In its 96th year as a cultural mainstay of western Canada, the Calgary Stampede wanted to revitalize its brand, thereby increasing awareness of its new attractions, and increasing attendance. They hired Karo to create a campaign that not only caught the eye and imagination, but evoked the friendly welcome of the 10-day festival. THE KARO SOLUTION In an effort to best use the outdoor media options inside and outside Stampede Park, Karo chose to make the most of traditional and unexpected media. We used animated triboards in high-traffic locations so drivers could experience the same point of view of a fairgoer on a thrilling midway ride. We also used a variety of guerrilla tactics: decals on the elevator floor at the 626-foot Calgary Tower; a walk-around display at a city park scattered with items that could have fallen from the pockets of people riding the new Swing Tower on the midway; and decals of fire hydrants in various urinals at Stampede Park, with a banner over the urinal saying, “Super Dogs”-- making a unique and creative way of delivering a message to in-park consumers, using the example of the Super Dogs event, that there are limitless activities to experience at Stampede Park. THE RESULT
The Calgary Stampede received satisfaction ratings with the highest-ever intensity from visitors in 2007. The Stampede’s products and services continue to impress newcomers and seasoned visitors, keeping them coming back.
In addition, the 2007 Stampede Daily Rodeo sell-outs doubled over 2006, indicating a significant increase in demand for the product among the specifically targeted market segments.
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