“Didsbury: Direct Your Life” Transit Campaign

In 2024, the Town of Didsbury launched a bold and cinematic advertising campaign titled “Didsbury: Direct Your Life” through Pattison Outdoor, targeting high-traffic transit routes in Calgary. This creative initiative used film-themed taglines and compelling visuals to position Didsbury as a vibrant destination for living, working, investing, and visiting. 

Running from July to September 2024, the campaign featured four themed ads placed on the back of buses and on the LRT (Light-rail transit) interior, delivering over 3.4 million impressions. 

The campaign’s transit strategy proved highly effective. Bus ads reached 51% of Calgary’s population an average of 3.4 times, while LRT cards reached 16% of the population 3.1 times over the 12-week period. Each of the four distinct ads highlighted a key opportunity: 

• “EXTRAS WANTED” – Start a new business 
• “SPOILER ALERT” – Affordable housing up next 
• “SCENE CHANGE” – Visit Didsbury today 
• “DIRECT YOUR LIFE” – Find work-life balance Each ad linked to didsbury.ca, directing audiences to investment tools, video content, and a digital brochure promoting Didsbury’s economic strengths and lifestyle benefits. 

Impressive Results on a Modest Budget With a budget of $8,000, the campaign delivered measurable, high-impact results: 

• Museum Visitation: Up 35% to 4,425 visitors (up over 1,100 visitors more from previous year)—busiest year on record. Calgary-based visitors grew from 198 in 2023 to 370 in 2024. 
• Business Inquiries: surged by 70% during and following the campaign. 
• Job Interest: 1,200 external job inquiries were received. 
• New Business Registrations: Rose from 73 in 2023 to 124 in 2024. 
• Revenue Growth: Local businesses reported an average 15% increase. 
• Development Activity 2023 – 2024 comparison: 
  • Subdivisions increased from 2 to 7 
  • Re-designations jumped from 3 to 21 
  • Development permits rose from 64 to 82 
  • Over 200 new homes projected for 2025 

• New Businesses: 26 new businesses launched after the campaign. 
• Film Sector Boost: Attracted 3 new productions since campaign. 
• Digital Engagement: LinkedIn following grew from 324 to 375. 
• Design Recognition: The campaign won an international bronze award for graphic design, enhancing Didsbury’s global profile. 

The campaign was embraced by residents and businesses alike. A Facebook post from a local resident featuring the Calgary bus ad received enthusiastic community support, validating the campaign’s reach and relatability. Businesses and the Didsbury Museum, both beneficiaries of increased activity, reinforced the campaign’s core themes on the ground. Social media shares and local engagement extended the campaign’s lifespan and message organically. 

“Direct Your Life” was more than a slogan—it was an invitation. By linking Didsbury’s identity as a film location to future-focused lifestyle and investment messaging, the campaign successfully elevated the community’s profile across multiple sectors. With cinematic creativity, measurable success, and international recognition, this small-budget initiative set a new standard for municipal marketing excellence.