Tourism Calgary

Tourism Calgary

April 11, 2013 11:00 ET

Calgary's Reputation as a Tourism Destination Is Growing

New Marketing Campaign Seeks to Build on Growing Perceptions of Calgary

CALGARY, ALBERTA--(Marketwired - April 11, 2013) -

Suggested tweet: Think you know Calgary? Think again: #unknownyyc

A majority of Canadians think Calgary has positively changed over the past five years as a great place to visit. Calgary's image as a tourist destination is growing positively in the minds of most Canadians led by a perceived increase in great food and restaurants, western hospitality and opportunities for shopping.

An online survey conducted by Return On Insight (ROI), a strategic research firm based in Alberta and British Columbia, explored the changing perceptions about Calgary. ROI found that Calgary has become perceived as a more desirable destination among Canadians over the past five years.

A majority of Canadians in all regions believe Calgary has changed in the past five years, either a lot (33%) or a bit (32%). The main things driving this shift in Calgary's image are tourism related. A majority of Canadians believe Calgary has developed into a strong tourism destination (62%), offering high quality dining experiences (61% positive change), western values and hospitality (60%), shopping (57%), and as a place to experience artistic and cultural activities and events(48%).

To see a full report of the perceptions study, visit

To capitalize on this growing trend and interest in Calgary, Tourism Calgary is launching its 2013 campaign to build awareness of what to see and do. The campaign titled "Known / Unknown" was tested regionally and advertising will be seen across Canada and can be viewed on the home page of and highlights juxtaposing Calgary characteristics that are iconic or well-known against Calgary's hidden gems that will surprise and delight potential visitors.

The campaign focuses regionally on markets in Edmonton, Regina and Saskatoon and nationally in the Vancouver and Toronto markets. Traditional advertising and public relations will be paired with social media and video components to share this message with the intent of creating an emotional connection with Calgary to drive interest to book visits.

Also adding to Tourism Calgary's marketing mix and designed to continue to broaden perceptions of Calgary is a new destination video launched on April 9, 2013 and created through a collaboration of four of Calgary's promotional agencies: Tourism Calgary, Calgary Economic Development, the Calgary TELUS Convention Centre and Calgary Hotel Association.

"As Calgarians, we know our city is young, creative, innovative, cultural and urban, and it's important the rest of the world come and discover this too," said Calgary Mayor Naheed Nenshi. "This new promotional video showcases our city's unique energy as well as the incredible local talent who brought this story to life."

"In the year leading up to the Stampede Centennial, CNN ranked the Calgary Stampede on a list of world's best party spots; just recently Calgary's Peace Bridge and Bow Tower have been listed as two of the top 10 architectural projects of 2012; Calgary is opening unique, eclectic, top-quality restaurants at an unheard of rate; and Calgary's tourism visitation and spending are growing faster than Canada's other metropolitan centres," shared Gisele Danis, Tourism Calgary Vice President of Marketing and Communications. "For these and many more reasons visitors are learning about a Calgary they didn't know existed. One they are putting on their bucket list."

Additional video/soundbites can be found at

  • Musicians Jocelyn Alice and Lisa Jacobs on being 'Right Here' in Calgary
  • Known/Unknown web trailer

Fun Calgary facts:

  • MoneySense Magazine just ranked Calgary as the best city to live in Canada.
  • Calgary is surrounded by more UNESCO World Heritage Sites than any other city in Canada or the United States: Canadian Rocky Mountain Parks, Waterton-Glacier International Peace Park, Head-Smashed-In Buffalo Jump and Dinosaur Provincial Park.
  • Recipients have included Oprah Winfrey, Arnold Schwarzenegger and the Dalai Lama.
  • Calgary's 700 kilometre urban pathway and bikeway system is one of the most extensive in North America.
  • Calgary enjoys more hours of sunshine hours (2,405) per year than any other major Canadian city and approximately 924 more than London, England and 743 more than Paris, France.
  • Calgary is one of the fastest growing cities in North America.
  • Calgary's Peace Bridge ranked #6 in online design and architecture magazine's 2012 Top 10 Public Spaces.
  • More than 120 languages are spoken by Calgary's culturally diverse residents.

Fun tourism facts:

  • According to Ipsos Public Affairs - a trip/vacation is the most likely thing Canadians will be saving for on a monthly basis this year, with 45% of Canadians overall saying they will save for a trip/vacation and 54% of higher income households saying they will save for a trip/vacation this year.
  • A large majority of respondents in a survey conducted by G Adventures said travel is very important to their happiness. In fact, as a way of achieving happiness, travel was ranked higher by respondents than marriage and having a baby.

For more information about Tourism Calgary:

twitter: @TourismCalgary
facebook: Calgary

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