Building Calgary's Image Library

How We'll Do It

As a part of our strategic plan, Tourism Calgary is building a collection of images and video that help us market this amazing city and it’s experiences. We’re building our image library through a number of activities including:

  • Create: Tourism organized photo shoots Request: requesting existing images from professional photographers Source: leveraging local stock photo sites
  • Members: Asking you to share images of your business
  • Broker: Negotiate photography packages for our members who are interested in photo shoots
  • Crowdsource: Use Capture Wow images were appropriates
  • Partner: work with media and industry partners

What We Are Looking For

We’re looking images that sell Calgary as a dynamic and exciting city – one full of wow experiences. We’re looking for images that:

  • Focus on personal experiences – a visitor doing something at your property or attraction is more powerful than a beautiful shot of an empty room
  • Are authentic and genuine – not too staged or phoney looking
  • Share a sense of energy, fun and belonging
  • Are warm and inviting scenes
  • Are identifiably Calgary whenever possible – feature icons and landscapes cues
  • Current and fresh (e.g. not dated)
  • Show Calgary as a dynamic city on the edge of nature
  • Highlight active adventure among awe-inspiring natural wonders
  • Celebrate urban experiences including culinary treats, shopping and entertainment
  • Show connections with Calgarians
  • Are compelling enough to make you want to try it yourself

How We Will Use Them

These images and videos will be used to promote a modern, vibrant and exciting tourism destination:

  • Used in all of our marketing efforts (including traditional advertising, media outreach, website, social media, travel trade outreach…)
  • Shared selected images with other marketing bodies to promote Calgary (e.g. the Canadian Tourism Commission, Travel Alberta, Calgary Economic Development…)

Support & Resources

We’ve put together sample "before" and "after" mood boards to illustrate the type of shots we need to market Calgary.

Image Strategy Toolkit:

Tourism Calgary Contacts

For all Tourism Calgary Image Strategy inquires please call:
Jan Desrosiers, Managing Director, MC, IT & Leisure, 403.750.2369
Trent Cross, Manager, Creative Services, 403.750.2393