We recognized the immense opportunity to leverage the hype around the Amazon HQ2 process. Our marketing shifted to recruiting Amazon and we used the platform to showcase Calgary’s value proposition. The cheeky we’d fight a bear for you marketing campaign earned Calgary extensive media and social media attention worldwide.
A significant element of the Amazon campaign was the engagement of Calgarians through an on-line community of almost 1,500 people that added great ideas to our bid and told stories to reinforce the community pride in our city.
The Amazon campaign, along with targeted media outreach throughout the year led to mentions of Calgary in the New York Times, Financial Times, CNN, BusinessWeek, WIRED and other influential media, which created unprecedented awareness for the city.
Our research indicates 79 per cent of Canadians have a favourable impression of doing business in Calgary, up from 75 per cent a year ago.