Process and Insight
Tourism Calgary had information on what journalists were most interested in when they approached them, and based on that data, an outline of what information sections would be created was made. That list was further expanded to include areas of interest they wanted to promote as part of the organizations’ strategic goals.Content sections were then built out by season, family oriented trips, history, food and drink, art and culture, sport and recreation. Golfers, Music and Beer fans, foodies, Urban Explorers, Art and Design Buffs, nature Seekers, Shoppers, and fun excursions.
Tourism Calgary’s brand guide was fairly straightforward: beautiful photography, clean layouts, bold primary and secondary colors. We sourced photography for use in the various categories in addition to making use of Tourism Calgary’s stock library.
We then designed the site with content, engagement, and readability in mind, focusing on a clean layout that made use of the fun secondary brand colors. We made sure to hook into email marketing efforts.
Six months in content development, the media center launched to the public in late 2014/early 2015.
These new resources for journalists, including, access to photo and video archives for use in their work, information and background on key areas of interest, and more, have led to great media success for Calgary, contributing to a influx of new media features on Calgary: see the stories here.