While working for two similar but distinct municipal transit systems, both wanted value-aligned brands to sponsor their New Year’s Eve initiatives. A&C was tasked with creating a fulsome strategy and valuation, while also handling sponsorship sales on behalf of both clients.
NYE in Western Canada
NYE in Western Canada: Bringing brands and transit together to celebrate responsibly
Challenge
Approach
A&C developed a strategic plan including a comprehensive market evaluation and targeted prospecting. Recognizing New Year’s as a time of connection and celebration, A&C crafted a brand approach focused on capturing meaningful memories and fostering community. This resonated strongly with brands, and several expressed early interest.
Result
After a lengthy and adaptive sales process—incorporating feedback along the way—A&C secured two key partners: Diageo (Captain Morgan) and Corby (JP Wiser). Both received strong positive feedback from their respective partnerships with TransLink and Calgary Transit. A&C is now focused on deepening these relationships and exploring future collaboration opportunities.
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