Phase 4 of the Downtown Rehabilitation & Streetscapes Project impacts the City Centre in 2021.
“Who says construction isn’t fun!”
The Downtown Association is proud to have delivered a unique marketing and educational campaign that built awareness and focused on the positives of this initiative while recognizing there are frustrations and difficulties associated with any significant construction project.
Construction Carl
The campaign featured an uber-eager construction character who exuded a big but genuine personality with a curious demeanour. Construction Carl was a hit with patrons, citizens, out-of-town shoppers, children, construction workers, and our membership.
While using predominantly innocent humour, he introduced the community and visitors to our vast variety of businesses, interacted constantly with the public, educated on parking options and route changes, all while demonstrating a close and personal connection to the project throughout the six months.
We posted more than 80 videos and frequent illustrative photos on social media, providing consistent, timely and ongoing messaging.
Youtube Channel
Through a variety of communication and marketing tactics and contests, we gave Grande Prairie and area residents, as well as tourists numerous, reasons to come, embrace the construction work – and why it was needed – while bringing a young demographic to the core.
In these weekly contests and activities, we distributed 24 weeks of Construction Carl Tonka toys, including four ride-on toys, and $400/week of Downtown Association gift cards over the same time period.
Our finale was a $1,000 New Horizon Co-op shopping spree.
Thank you, Construction Carl, for all your hard work!
