It's all about the People
CALGARY, March 20, 2013 /CNW/ - Meetings + Conventions Calgary (MCC) is excited to announce the launch of a new advertising campaign this Spring. The new "People" campaign is designed to support Calgary's positioning as a sophisticated and contemporary city, and ensure meeting planners recognize Calgary as a multi-faceted destination option.
The new campaign features a series of high profile Calgarians who are well known for their work in business and culture. Successful Calgarians in the first stage of the campaign include: President of the University of Calgary, Dr. Elizabeth Cannon; co-chef and co-owner of Charcut Roast House, Connie Desousa; Mayor of Calgary, Naheed Nenshi; and entrepreneur, author, and philanthropist, W. Brett Wilson. Each person featured in the campaign embodies a core element of MCC's positioning of Calgary as an ideal meeting destination and delivers a key message that aligns with their public profile.
The campaign was focus group tested in Calgary, Toronto, and Washington DC, and resonated strongly with the majority of participants. Research participants appreciated the contemporary and positive approach of the campaign and were able to associate the characteristics of the individuals represented with MCC's desired brand identity.
"This campaign provides the flexibility to target different market segments by using a range of people in the campaign," said Heather Lundy, Director of Marketing. Lundy states, "Our new campaign aligns with the characteristics of the Calgary brand, Be Part of the Energy, plus it supports MCC's identity as an organization that helps people create successful meetings and events in Calgary."
MCC's new campaign will run in a range of local, national, and international trade publications from March 2013 to December 2013. The advertising creative will also form the foundations for other MCC marketing activity online and offline throughout the year.
Meetings + Conventions Calgary operates as a destination sales and marketing organization with a mandate to assist meeting planners, corporate clients and association executives interested in Calgary as a prime location for their meetings, conventions and incentive programs.
SOURCE: Calgary TELUS Convention CentreFor further information:
For interviews or further information, please contact:
Director of Marketing + Communications
Meetings + Conventions Calgary