CTCC Case Study
'Back to Real' Interim Campaign _ Calgary TELUS Convention Centre
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.
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.
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.