Critical Mass adds two new clients to its roster that celebrate its heritage as a global agency that was founded in Calgary, Alberta, Canada. Critical Mass , partnering with local Calgary outfit C&B Advertising, is the agency of record for Travel Alberta, the provincial tourism marketing agency of the Government of Alberta. Coincidentally, in a review for the Calgary Stampede, C&B Advertising and Critical Mass have been chosen as the two agencies for the brand, well known for its annual rodeo festival that attracts more than one million visitors. Critical Mass is the digital agency of record, with C&B providing brand and leadership services for the iconic Calgary brand.
Chris Gokiert, President of Critical Mass, explained, “As a global company with our heritage in Calgary, we’re incredibly honored to be selected as the marketing partner to showcase our home on the global stage.”
The Calgary Stampede connects urban and rural audiences all year long through youth and agricultural programming and the annual 10-day Stampede rodeo, exhibition, and festival, is the highest-grossing festival in Canada. Critical Mass has been named lead digital agency, overseeing web, mobile, and campaign development. The relationship has already begun and new work will be rolling out in the next few months.
“Critical Mass has impressed us with its creativity, international digital marketing experience and true passion for what we do,” said Deanne Carson, Vice President Marketing and External Relations, Calgary Stampede. “With Critical Mass, we have a global digital marketing agency leader in our backyard, and a great partner in our boardroom to help us realize our aspirations to grow and evolve a world-class brand.”
Travel Alberta focuses on tourism destination marketing and management, highlighting the natural beauty and authentic stories that occur throughout the Western Canadian province, which is bordered by the Canadian Rockies. Critical Mass has been named the agency of record for all aspects across the marketing spectrum, following a competitive pitch process. The first campaign from Critical Mass will launch in the U.S. market in March.
Royce Chwin, Chief Marketing Officer, Travel Alberta added, “From our first meeting, the team at Critical Mass expressed true passion for Alberta’s tourism brand. Critical Mass has a global footprint and perspective that is a true differentiator in helping us provide compelling invitations for the world to visit Alberta.”
About Critical Mass
Critical Mass is a global digital agency that helps clients deliver a cumulative customer experience across messages, devices, touchpoints, and time. Founded in 1996, Critical Mass has eight full-service offices, operating across North America, Europe, Latin America, and Asia. Critical Mass is a part of Diversified Agency Services, a division of Omnicom Group Inc.
About C&B Advertising
C&B Advertising is the brand behind a brand.™
In the fleeting world of advertising, we strive to create ideas that are meaningful, a little more permanent, and create deeper connections with your customers.
About Diversified Agency Services
Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE:OMC) (www.omnicomgroup.com), manages Omnicom's holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.