GREY CUP FESTIVAL 2009
Using the tagline “Canada’s Game, Calgary’s Party”, brand.LIVE honoured Calgary as the originators of the Grey Cup Festival (in 1948) by making 2009 the most successful Festival in history. Creating 42 events over four days, brand.LIVE also met with and designed tailored experiences for the Festival’s four premier sponsors – Safeway, Enmax, ScotiaBank and The Calgary Herald – to best leverage their specific ROI goals. For one, brand.LIVE created a community parade attracting over 100,000 spectators. For the 97th Grey Cup, fans had an explosive time and Festival sponsors saw record return on every dollar spent.
ROI:
- Sold out the Championship Game & Festival events weeks in advance of the Game
- 60% over plan in securing and activating corporate partnerships
- Entertained over 130,000 fans and visitors over a three day period
OMG:
- Downtown Calgary alive at night in mid November with thousands of festival goers
- Quoted by the Canadian Media as the most successful Grey Cup in Canadian Football History
- Created two new interactive festival assets that will become elements of Grey Cup
