CTC News

CTC saddles up The New Yorker to put the Calgary Stampede in US limelight.

New partnership highlights the Stampede plus Canadian cuisine and culture to US magazine’s influential and affluent readership.

25 October 2011
Print

As any cowboy knows, all the sharpest dudes head to The New Yorker Festival each fall. So Canada was in the very best company at this year’s iteration, held in various venues in New York City, NY.

It was the start of a new multi-platform partnership between the Canadian Tourism Commission (CTC) and the world-renowned The New Yorker magazine to promote the Calgary Stampede. Activities in print and social media, as well as online and via lead generation will bring broad exposure to one of Canada’s biggest showpiece events, which draws 700,000 visitors each year to Calgary, AB.

This program is part of the extra $5 million allocated to the CTC by the federal government this year to promote the Calgary Stampede’s centenary in 2012.

You could fill a 10-gallon hat with all the Canadian activity at the Festival. A custom Stampede-inspired cartoon caption contest devised by The New Yorker’s creative-services team drew plenty of entries. The lucky winner took away a trip for two to the 2012 Stampede and a framed version of the winning cartoon.

Editor David Remnick’s VIP wrap party highlighted Canadian cuisine. Luminaries such as Malcolm Gladwell, Owen Wilson and Michael Cera browsed food stations that featured Canadian specialties such as bison, maple syrup and Quebec cheese.New York City appetites had already been whetted by special Canadian-themed food carts around the city in the week leading up to the festival. Carrie Mitchell, the New York City writer who blogged during the summer about seven Canadian festivals on CTC’s Canada Keep Exploring Facebook channel, was also there to report on the Festival and its Canuck flavour.

FORA.tv has 20 three-minute Festival highlight videos, all prefaced by 15-second CTC user-generated ads showing experiences from around Canada.

There will be a second Stampede contest in conjunction with the magazine’s November cartoon special issue. CTC is the sole advertiser for this special issue. Check it out on newsstands or online later this month. Promotional Stampede cartoon ads will run on The New Yorker’s iPad edition, which already boasts a 100,000+ subscription base.

“Canadian events don’t come much bigger than the Calgary Stampede and this partnership will bring that experience, plus others in Calgary and in Alberta, to a very discerning and well-off American audience,” says Gloria Loree, CTC executive director, Global Communications. “The multi-platform approach we have adopted will ensure the best media attention and generate lasting awareness, all of which should lead to more American visitors at next year’s celebrations.”

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