As the world faced the challenges of COVID-19, Calgary Transit needed to generate additional revenue and enhance commuter experience. A&C was brought in to help realize sponsorship opportunities and secure sponsor-based revenue. Since the City of Calgary and Calgary Transit had an OOH advertising agreement in place, the property did not control advertising. We therefore worked to identify physical assets in the transit system that could offer a brand value, brainstorming out-of-the-box concepts to bring Calgary’s transit line to life in a way never done before.
Calgary Transit
An unprecedented naming rights deal with Calgary Transit and TD Bank.
Challenge
Approach
We worked with Calgary Transit to define and refine what sponsors could receive by way of physical assets, marketing visibility, and activation capacity, and successfully packaged the naming opportunity for the “Free Fare Zone”. Once ready to go to market, we posted a public RFI, ensuring all interested parties were treated fairly.
Result
We engaged all RFI respondents with presentation meetings, customized proposals and ongoing discussions. Following these fruitful conversations, TD Bank emerged as the clear favourite. After a negotiation period, Calgary Transit proudly announced TD Bank as the sponsor of the pioneering “TD Free Fair Zone.”
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