Tourism Calgary shares 2018-2020 strategic plan at annual townhall sessions

Calgarians are ultimate hosts, and Tourism Calgary’s aspiration is to make ours the ultimate host city.

To achieve that, we will market Calgary in new and exciting ways. We will advocate for what’s best for the quality of life of Calgarians and our industry. We will exemplify hosting as we bring more events and people to Calgary and showcase our community spirit. And, we will activate experiences in ways that attract, connect and inspire. 

At our annual townhall sessions on Dec. 6, Tourism Calgary CEO, Cindy Ady, shared the new strategic plan for 2018-2020, which will execute on the Destination Strategy's aim to make Calgary the ultimate host city.

Also at the townhall, Jeff Hessel, Vice President, Marketing, presented the 2018 marketing plan and research findings of the recent brand evolution project. This project was launched because of a need identified in Calgary’s Destination Strategy to articulate and emotionalize Calgary’s unique personality. From the research, two main themes emerged around Calgary’s unique community spirit and our unknown urban vibrancy. These insights will influence future marketing programs and messaging to reinforce our position as ultimate hosts. 

Tourism Calgary’s strategies have adapted to changing trends in marketing and consumer travel behavior, and as such tactics will focus on fostering and amplifying positive word of mouth from Calgarians and current and past travellers. Target markets will be redesigned from geographic based markets to traveller centric segments, which also include the new niche markets of photography, fly fishing and dinosaur aficionados. One key tactic seeks to intercept Alberta travellers and to convince them that Calgary is a worthy addition to their Alberta experience or a great place to establish a basecamp for day trips to surrounding sites.

See the 2018 marketing strategy presentation here and the DNA brand research here

Thank you to our host, TELUS Spark, and industry partners who attended the townhall sessions.