a neW brand at the Center oF energy So. Why rebrand? For the Calgary telUS Convention Centre (CtCC), the anSWer iS Simple: to give it a Stronger voiCe in an inCreaSingly Competitive marketplaCe.
the Calgary telUS Convention Center: - has innovative and up-to-date products and meeting solutions
- collaborates with partners to develop and deliver solutions - has an entrepreneurial team that identifies and meets client needs - offers great amenities that promote social networking and interaction - along with Calgary, offers creative juxtapositions, opportunities and situations - brings together global leaders and thinkers
“Our rebranding mainly started five years ago when the city’s promotional authorities—such as the CTCC, Calgary Economic Development and Tourism Calgary—began coordinating our efforts to attract visitors and business to Calgary,” Heather Lundy, CTCC’s director of Marketing, says. The efforts gained considerable momentum when CED introduced an encompassing rebrand for the city: CALGARY—be part of the energy. “They really nailed what Calgary is about,” Lundy says. “And we wanted to tie into it. Energy is what we are. It’s more than oil and gas. It’s the vibrancy of the city, the youth of our citizens, our global outlook and the innovation that we bring to everything we do.” Working with Sasges Inc., who developed CED’s rebrand, the CTCC began a thorough and methodical rebranding process. “A brand is the essence of an organization,” Sasges principal Rita Sasges says. “In rebranding, one of the most important steps is to understand how your organization is viewed by people from within and outside of your
organization. The answers are often frank and revealing.” For example, the CTCC learned the convention centre is not top of mind with out-of-town users, and that despite drawing 220,000 people and generating $105 million in economic activity and 990 indirect jobs every year, Calgarians don’t see it as a vital economic contributor. The CTCC also confirmed its staff is seen as energetic and entrepreneurial and that as a hub of opportunity and vibrancy, Calgary has meeting environments people are looking for. “oUr rebrand SignalS a neW Way oF approaChing bUSineSS at the CtCC, one that Will be in Stride With the energy and optimiSm oF Calgary.” marcia lyons, CtCC general manager
As the rebranding process continued, the CTCC’s personality emerged: friendly, inviting, confident, bold, enthusiastic, contemporary and dramatic. This personality is now embodied in the CTCC’s new brand. “The logo captures who we are and the overall rebrand creates an opportunity to talk with Calgarians about who we are and how we contribute to Calgary,” Lundy says. Calgary-Convention.Com 1.800.822.2697