The Brand

Scout Communications commissioned Fervent Events to implement a road show at events in Alberta promoting The Alberta Way on behalf of their client Alberta Union of Provincial Employees. The Alberta Union of Provincial Employees (AUPE) is Alberta’s largest union representing almost 85,000 Albertans working in government, health care and education. Scout Communications is a marketing and advertising consultancy based in Calgary, Alberta.

Road Show & Brand Ambassadors

The Alberta Way is a movement towards holding politicians accountable to the values which built the province; talking straight, working hard and keeping promises. AUPE were looking for a way to engage the public and give them a chance to ask the questions on their mind.

An experiential marketing road show at targeted festivals over 6 weeks. The public were asked to write their questions on a whiteboard and be photographed – with AUPE in turn taking the top 10 questions directly to local government.


20 x 10 Tent at 6 festivals across Alberta totaling 17 event days

3 x Brand Ambassadors at each event

Distribution of AUPE branded promo material & messaging

Videographer on site at each event

The Results

  • 750 Questions from Albertans posed to their politicians on a photography platform.
  • 1100 Photos taken with Photostar (the public are given a hard copy to take away and emailed a soft version)
  • +500,000 event impressions
  • 25,000 Pairs of branded sunglasses distributed
  • Thousands of educated engagements with public
  • Fervent Events have assisted us with a number of campaigns over the past three years. The parameters for each one were different and ranged from events like Taste of The Danforth in Toronto to a tailgating event in Northern Alberta. Each time the quality of delivery in regards to the training, team, materials and roll out have been exemplary. Fervent Events is committed to service, quality and delivering results.

    Julie Copithorne Vice President, Scout Communications
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