Kensington Calgary
Kensington Calgary


Driven by research, Tourism Calgary's marketing efforts are focused on boosting awareness and business activity for our partners. 

Supress from menu

Things to Do Co-Op Marketing Campaign

Tourism Calgary's 2024 Things To Do Co-Op Marketing Campaign Wave 2 is now open for partner participation. Don't miss this opportunity to drive consumer conversations, promote your offerings, and amplify your reach.

Wave 3 (October, November, & December placements) will open for partner opt-ins on Thursday, August 15.

Campaign Highlights:

  • The a la carte model will continue into 2024, providing partners with maximum flexibility with their campaign and media mix
  • Partner investment will go directly toward media buys and paid ad distribution for all content and paid distribution placements
  • A pooled partner funding model will be used for sponsored content placements, combining investment from all partners listed within the piece to exponentially increase article reach and exposure

Important Information:

    Placements are allocated on a first-come, first-served basis
  • Tourism Calgary will confirm your placement(s) upon receipt of your opt-in form
  • You can opt-in to multiple placements/months in a single wave to align with your marketing strategy
  • The campaign is composed of three (3) waves in which partners can participate:
    • Wave 1: April, May, June - now closed
    • Wave 2: July, August, September
    • Wave 3: October, November, December
Supress from menu

Things To Do Co-Op Campaign Resources

Group of three friends watching the fireworks on the grounds of the Calgary Stampede

Placement Tracker

See which sponsored placements are available before you opt-in.

Young couple holding hands and smiling at Heritage Park

Opt-in Form

group of friends tubing at Winsports tube park during winter

Campaign Flatsheet

Download the campaign flatsheet for a high-level overview of the campaign, buy-in opportunities, wave timing, and opt-in deadlines.

That's The Spirit

That's the Spirit wordmark


To support our industry partners and help drive customers through your door, Tourism Calgary has developed a comprehensive marketing plan and associated creative platform. That's the Spirit is a creative platform for Tourism Calgary's marketing plan, which features local and regional marketing initiatives that are intended to:

  • Drive more business for industry partners
  • Share timely, trustworthy information about our city's offerings
  • Boost community spirit and civic pride
  • Build trust and encourage safe exploration among locals and visitor; and
  • Create alignment among industry partners and stakeholders.

That's the Spirit celebrates Calgary's resiliency, community spirit and the unique experiences our city has to offer - whether these are shared in-person, virtually, or through a combination of both. We've shown the world time and again how we come together and rise above circumstances to support one another and this great city. This time is no different as Calgary businesses go above and beyond to provide their guests with safe, memorable experiences and promote consumer confidence. This perseverance truly showcases Calgary's undeniable sense of community and passion for all we have to offer - that's the spirit of Calgary.

Designed to be fluid, That's the Spirit can start and stop as needed and move to appropriate markets when the time is right. To begin, marketing efforts will focus on getting Calgarians to explore their city again and share their experiences with others. Then, the focus will shift to asking locals to invite their friends and relatives to visit Calgary. Tourism Calgary has also marketed to the eight-hour drive & beyond market once again to establish Calgary as a destination of choice.

Initial campaign efforts include featuring That's the Spirit messaging across on and Tourism Calgary's social channels as well as paid marketing videos and promotions. 

Looking to get involved? That's the spirit! Industry partners are invited to contribute to the platform by:

  • Keeping our team informed about your business status, upcoming events and promotions by emailing
  • Have a 'local tip' that can help build traveller confidence and inspire exploration of our city? Let us know!
  • Share any images or b-roll you have that showcases the unique & wonderful experiences availabile in our city

Tourism Calgary is excited to partner with fellow tourism organizations to lift the That's the Spirit campaign and generate traveller visitation and spend for Calgary. Featuring key messages, photo overlays, video links, drafted social posts and more, the That's the Spirit marketing toolkit is designed to help align your marketing efforts with the campaign and help support the recovery of Calgary's tourism economy. 

Supress from menu