The rodeo’s 50th, from the website to the big screen.
- Client
- Canadian Finals Rodeo
- Sector
- Events
- Disciplines
- Digital Product, Story and Experience
- Website
- cfr
.ca (opens in a new tab)
Introduction
The Canadian Finals Rodeo came back to Edmonton’s Rogers Place for its 50th, after five years away.
Website
A custom website that celebrates CFR’s heritage, built for first-time visitors and long-time fans.
The goals went past the website: grow attendance, build interest in the 50th anniversary, and re-establish the event in Edmonton.
The site has clear navigation, event graphics and a direct path to tickets.
Digital marketing
Rodeo fans tend to buy their tickets at the last minute. The campaign built excitement early.
Ads promoted ticket bundles and headline performances, with audience segments and placements aimed at rodeo fans across Alberta and beyond.
Closer to the event, the ads turned to last-minute buyers.
21%
Conversion rate
7M
Campaign impressions
40,436
Click-throughs
In the arena
Big-screen graphics, games and video for the arena at Rogers Place.
We updated the brand around video by Cory Johnn, and made graphics for the arena’s displays and video boards. All of it marked the 50th year.
- 01
3D tractor game
A game for intermissions, played on the big screen.
- 02
Promo videos
High-action rodeo footage.
- 03
Social spots
Short pieces for social, before the event.
- 04
Rodeo Culture 101
Website pages that explain rodeo to newcomers.
Services
Digital Product
- UX and conversion
- UX and UI design
- Storyblok CMS
- Front-end development
- Back-end development
- SEO
Story and Experience
- Market research and analysis
- Audience segmentation
- Channel planning
- Campaign concepts
- Paid social strategy and buying
- Ad design and production
- Ad copy
- Campaign management
- Conversion rate optimization
- Brand refresh
- Stadium and video board graphics
- Motion design
- 3D modelling and tractor game
- Video by Cory Johnn
- Video scripts, sound and music
- Social media content
