Case Study

World-Class Destination

Calgary Hotel Association

The Calgary Hotel Association is a group of 65 hotels located all across Calgary. Collectively, this adds up to 11,000 of the city's hotel rooms. Membership is voluntary, but has it's benefits — the marketing initiatives by the group result in room bookings, and furthers the political, community and environmental interests of Calgary's hospitality industry.

The CHA asked Soul about an upgrade to their annual stakeholder report.

The Challenge

The CHA's Destination Marketing Fund is a funding arm that generates a positive impact on the Calgary area tourism destination. While past annual reports communicated the organization's mandate and results, it lacked visual engagement for readers. CHA wanted a piece they could be proud of — one that showed off Calgary as a world-class destination.

The Strategy

Soul wanted to provide a fresh visual perspective on the CHA's annual stakeholder report. Each major marketing initiative deserved it's own prominence in the report. It was important to highlight key performance indicators and present financial results, in a way that would entice stakeholders to have a thorough read and keep the piece around.

The Solution

The Soul solution was to use a vintage travel theme to anchor the piece, with a striking, non-traditional image on the front cover. Attention-grabbing typography was woven into the theme throughout. The report also features photography from high profile marketing initiatives such as VisitCalgary.com and Cirque du Soleil.

The Results

The annual report was presented to great acclaim at the group's annual general meeting. It was distributed throughout Calgary to member hotels, city stakeholders and across North America with great pride.