ATB Financial, a trusted financial institution in Alberta, partnered with Wrapped Media to offer free rides for attendees at the Canadian Finals Rodeo (CFR) in Edmonton, where ATB was the headlining sponsor. This campaign aimed to boost ATB’s community engagement by creating a seamless and memorable transportation experience for rodeo attendees.

• Enhance ATB’s brand presence and goodwill by offering free, convenient transportation for CFR attendees.
• Maximize engagement and visibility among rodeo-goers and reinforce ATB’s role as a community-focused brand.
• Provide a branded, reliable transportation option that becomes a trusted part of the event experience.

Wrapped Media strategically positioned ATB-branded vehicles at high-traffic areas throughout the event, including the valet area at Chateau Lacombe and directly outside Rogers Place. By prioritizing these convenient pickup locations, we created a streamlined transportation experience and ensured maximum brand visibility.

• High-Impact Positioning: Branded vehicles were stationed at key event touchpoints, including Chateau Lacombe’s valet area and Rogers Place, to capture the attention of attendees and provide easy access to rides.
• Full-Capacity Operation: Due to high demand, vehicles operated nearly at full capacity throughout the campaign, transporting 1,328 riders and making ATB’s presence highly visible.
• Rides for Rodeo Contestants: Several CFR contestants used the service, boosting brand visibility and aligning ATB with the heart of the rodeo community.
• Growing Demand & Anticipation: By the latter days of the campaign, riders had planned to use the ATB service for their return trips, showing trust in and reliance on the free rides offered.

• Significant Reach: The campaign achieved approximately 22,000 impressions, allowing ATB’s branding to be seen by thousands of rodeo attendees and passersby.
• Engagement & Brand Interaction: With around 6,300 unique engagements, the campaign created meaningful touchpoints between ATB and the rodeo community, enhancing ATB’s community-focused image.
• Passenger Impact: A total of 1,328 riders were transported throughout the event, providing a memorable experience that helped rodeo attendees and contestants get around safely and comfortably.