Commuters in Toronto have been greeted by an unexpected burst of colour at the TMU subway station, all part of a strategic effort to entice visitors to Calgary. The vibrant display, a departure from the usual urban landscape, has sparked curiosity and conversation among passersby.
The campaign, dubbed “Colours of Calgary,” is a six-week initiative by Tourism Calgary, aiming to highlight the city’s dynamic nature and attract more visitors from Ontario. With a budget exceeding $500,000, it’s one of the largest campaigns the organization has undertaken.
Calgary’s palette paints a new picture in Toronto
Laura Carwardine, a local designer with roots in Calgary, was one of the many commuters who noticed the striking transformation of the TMU station. The campaign features an extensive colour palette and bold references to Calgary’s culture and lifestyle, including phrases like “Friendliest City In the World Yellow” and “Mmm, Ginger Beef Red.” Carwardine’s video of the display has since garnered nearly 90,000 views on social media.
The campaign’s use of colour is not merely aesthetic; it’s a strategic approach to tell the story of Calgary’s diverse offerings. From local craft breweries to its renowned food scene and expansive parks, the campaign aims to showcase the “Blue Sky City” in a new light. “The main objective of this campaign was to build awareness that Calgary is a great urban destination in Canada, which people in Toronto don’t know that,” said Jeff Hessel, Tourism Calgary’s senior vice-president of marketing and destination development.
A strategic push to attract Ontario visitors
Tourism Calgary’s campaign is part of a multi-year strategy to attract more visitors from Ontario. Hessel noted that there’s a significant interest in Calgary among Torontonians, but many are unfamiliar with what the city has to offer beyond the Calgary Stampede and the Rocky Mountains. The campaign has already seen promising results, with a notable increase in traffic to Tourism Calgary’s website, particularly from Toronto.
Following an 8.5-per cent increase in tourism spending from Ontario in 2026, equating to $22 million, Tourism Calgary is optimistic about the campaign’s potential to further boost visitor numbers. The campaign also includes a free trip to Calgary as the grand prize, which has already been awarded.
Guerilla marketing tactics gain support
Calgary Mayor Jeromy Farkas has expressed his support for the campaign, praising the use of guerilla marketing tactics. “Having Calgary on the map for events, not just like the Stampede, but also year-round, is the way to be able to prove our economy is successful,” Farkas said. Tourism officials plan to return to Toronto this fall with another campaign focused on winter events in Calgary.
The “Colours of Calgary” campaign is a testament to the power of creative marketing in attracting visitors and showcasing a city’s unique character. As the campaign continues to gain traction, it’s clear that Calgary’s vibrant hues are not just turning heads in Toronto, but also paving the way for increased tourism and economic growth.
