Do you need the public to know?
This non-for-profit club is one of the oldest ski hills in Canada, a hub for ski instruction and athlete training since 1911. Governed by a volunteer board, the ESC is open to the public and offers ski runs for all levels. We were hired to promote a joint $1.1million municipal/provincial funding announcement that would ensure the ESC would not have to close its doors for good. It would be a major pull on the heartstrings of Edmonton, to reassure everyone that their historic hill would be saved.
Highlights & Results
The Adams Agency moved fast, creating a short-term social media campaign and media conference to put the funding announcement into the public realm, and to clear up any confusion about the club’s future. We also provided dynamic media training to the Club’s volunteer president. Despite frigid winter weather, the media conference was held outside to showcase the Club’s greatest asset: its ski hill with priceless views of Edmonton’s downtown skyline.
The social media campaign highlighted the Club’s rich history using historic photos that took an emotional trip down memory lane. The result? Every major media outlet in Edmonton covered the funding announcement. The social media campaign helped grow the Edmonton Ski Club’s audience on its various online platforms.