Brand Ambassadors
The Challenge
Tourism Calgary sought to reshape perceptions of Calgary as a destination by highlighting its unexpected vibrancy and appeal. To reach a Toronto audience, they launched an activation at the city’s busiest subway station, supported by colorful “paint swatch” cards featuring Calgary experiences and a QR code linking to a contest for a VIP trip. The goal was to maximize contest entries and inspire commuters to consider Calgary as their next destination.
The Solution
FAUR provided brand ambassadors trained to follow Tourism Calgary’s detailed activation protocols. To ensure the best possible fit, the client received a curated look-book of candidates, with the ability to interview and hand-pick their preferred representatives. The selected ambassadors engaged commuters with warmth and professionalism, encouraged contest participation, and brought the campaign’s vibrant tone to life.
The Results
The activation drew strong public engagement and received coverage in major local outlets including CTV and BlogTO. Feedback from the client highlighted the quality of the ambassadors, their adherence to training, and their ability to connect authentically with the public. Tourism Calgary was so satisfied with the results that they extended the activation by an additional day.
→ Alberta is Calling | ZGM Case Study
→ Subway billboards tell Torontonians to leave and get a ‘bigger house’ in Alberta
→ Toronto’s busiest subway station is currently a giant ad for Alberta
