Tourism Calgary Attractions Pass Case Study

Emilie Harris  |  February 26th, 2024

Tourism Calgary’s attraction partners take center stage in their Attractions Pass, a free savings pass that includes deals and discounts to 10 attractions throughout the city. With a focus on targeting visitors, Tourism Calgary launched this pass in conjunction with the Calgary Attractions Committee in 2023.

The passport, and corresponding marketing effort, had 3 core goals:

  1. Drive visitation to Calgary Attractions through special offers

  2. Increase visibility of attraction partners and the destination through targeted advertising

  3. Enhance the visitor experience in-market with special savings and perks through the program

The first year success of the campaign was the most surprising part of launching the pass, Kelly Armstrong from Tourism Calgary said.

Success Metrics: (6 months post-launch)

  • 13,600+ sign ups

  • 3,100+ redemptions

  • 54% marketing opt-in rate

At the end of 2023, the Tourism Calgary team decided to use their key learnings to enhance the visitor experience in 2024.

Key Pivots:

  • Additional training provided for visitors on how to enable their location settings in order to validate their check-in

  • Additional training to attraction partners to maintain a seamless discount redemption process for all users

  • Simplified prizing process to alleviate internal staff time

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Check out how prizes are structured in 2024:

  • Collect all three pairs of Calgary socks: Every 3 offer redemptions earn visitors an exclusive pair of socks from Calgary’s own Friday Sock Co.! Prizes will be shipped at the end of every quarter if visitors claim them in their Rewards tab.

  • Stay & Play Weekend Grand Prize: Every check-in and offer redemption earns visitors one entry into the grand prize - a weekend getaway in Calgary! This package includes a 2-night hotel stay, shopping and dining gift cards, and passes to select Attractions in Calgary.

    • Checking in to all 10 attractions will increase your odds of winning with an additional 10 entries in the grand prize draw.

“We are [also] planning to develop a comprehensive communication plan to keep the pass top of mind for users all throughout the year, and message them based on actions taken within the pass,” Armstrong said.

Are you planning a trip to Calgary? Grab your Attraction Pass here!

Looking to launch your own Attractions Savings Pass? Book a demo with the Bandwango team today to learn more.