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Celebrating its centennial in 2012, the Calgary Stampede contributes to the quality of life in Calgary and southern Alberta

through its world-renowned 10-day Stampede, year-round facilities, western events and several youth and agriculture programs. Exemplifying the theme Were Greatest Together, the volunteer-supported, not-for-profit community organization preserves and promotes western heritage and values. The Calgary Stampede, billed as the Greatest Outdoor Show on Earth, is a jewel in Canadas event calendar one of the oldest continuous events in Canada. The 2012 Calgary Stampede set a new record attendance level, with over 1.4 million people having attended the 100th anniversary signature event over the 10-day period, a 20% increase over 2011. 2012 marked the 100th anniversary of the Calgary Stampede, which ran July 6-15, and recognizing the significance of this historic milestone, the federal government supported the landmark celebration through Canadas Economic Action Plan. With awareness of the signature event typically concentrated locally, and with historically low international visitor attendance, the $5 million Government of Canada investment presented an opportunity for the Canadian Tourism Commission (CTC) to market the 100th anniversary celebrations with the intent of increasing awareness of the Stampede in key international tourism markets. The CTC leveraged the Stampedes centennial celebrations to attract greater numbers of international travellers to Canada by showcasing the event through creative advertising, marketing through tour operators and travel agents, media attention, social media buzz and public relations.

Between October 2011 and March 2012, the CTC worked to inspire international travellers to visit Canada by showcasing the Stampede through targeted campaigns in key overseas markets. The CTC worked closely with the Calgary Stampede and Travel Alberta in developing the Stampede-focused program, serving to further strengthen an already collaborative partnership among the organizations. The CTCs Stampede program focused on the following four areas: Development of marketing assets. In collaboration with the Calgary Stampede and Travel Alberta, the CTC created the photography and video content that served as the raw material for the advertising, media relations, and marketing through travel agents for this program. This inventory of refreshed marketing assets was shared by the partners, and was used for the development of posters, television clips, movie trailers, online videos and website images. Direct-to-consumer advertising. This involved the purchase of advertising space in print, television and online. The CTC launched dedicated Stampede advertising campaigns in targeted markets that exhibited the highest potential return on investment for this program, namely the UK, Germany, China, Australia, Brazil, Mexico and South Korea. To reach travellers in the US, Canada and other markets, the CTC and Calgary Stampede also ran advertising campaigns through companies with extensive global reach. Media relations, promotional and social media activities. From hosting media events promoting the Stampede, to screenings of promotional Stampede videos and running social media campaigns, the CTC, together

with the Calgary Stampede, worked with media outlets to feature stories on and draw attention to the anniversary event. Promotions through tour operators and travel agents. The CTC worked with the international travel trade to highlight the upcoming Stampede festivities to consumers. Tactical activities included hosting Stampede-themed trade events, and undertaking cooperative advertising programs and promotional campaigns with travel agents. For every dollar the CTC invested in its measured 2012 Stampede-related consumer advertising campaigns, it generated approximately $14 for the Canadian tourism economy*. The culmination of the above marketing activities yielded positive impacts. The CTCs measured Stampede-related marketing activities had an audience reach of over 141 million people. As a direct result of the CTCs Stampedefocused direct-to-consumer advertising campaigns in the UK, Germany, South Korea and Brazil*, and promotional activities with tour operators and travel agents, over 8,900 travellers booked trips to Canada in the six months leading up to the centennial celebrations. Spending by these travellers in Canada equated to more than $9.2 million in tourism revenue for the Canadian economy. In addition, although the CTCs Stampede program ran for less than a year, it is expected to have longer-term

With the Government of Canadas investment, the CTC leveraged the Calgary Stampedes 100th anniversary celebrations to increase international awareness of the event, and draw international travellers to the Stampede celebrations and to Alberta more broadly. In terms of economic impact to Canada, the CTCs measured marketing activities featuring the Calgary Stampede: generated an estimated $9.2 million in tourism revenue; generated an estimated $2.8 million in government revenue, including $1.2 million in revenue for the federal government; and supported 71 jobs for Canadian tourism businesses. benefits. A refreshed inventory of marketing assets that will serve the CTC and the Calgary Stampede for years to come has been developed, and a strengthened relationship with travel trade partners promises continued integration of Stampede materials in future travel trade marketing. Lastly, an enduring awareness of the Stampede and of Alberta for future visits by international travellers is envisioned, bringing with it lasting economic benefits to Canada.
*Based on preliminary (short-term) results for the UK, Germany,

Brazil, and South Korea. Final results with longer-term conversion are expected in summer 2013.

The CTCs Stampede Program: Placing an international focus on a Canadian signature event