Case Study

Targeted Awareness Campaign – St. Louis Hotel Call for Business Applications in Calgary

Client: McCann

The Campaign

McCann was representing Calgary Municipal Land Corporation in order to spread the word locally that CMLC was accepting applications from businesses that might be interested in moving into the newly renovated St. Louis Hotel in East Village. They were seeking a way to immediately connect with local businesses in a meaningful and authentic way and had reached out to us to inquire what we might be able to do for them given our established brand and extensive local reach.


We recommended a small, targeted awareness campaign to share with our audience-base through social media. We had our production team visit the St. Louis Hotel to capture beautifully engaging photo assets and shared three different social media posts on our channel with strategically written captions. Our messaging as a third party was easily positioned as an interesting information outreach initiative as opposed to an advertisement.


Our three posts received an average of approximately 174,000 impressions and well over 30 times the engagement received by CMLC and other local organization’s social media outreach programs combined. Along with our three awareness posts, we also wrote an article about the St. Louis Hotel’s history, CMLC’s renovations, and call for business applications, which was read by over 2,000 Calgarians.

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