Toronto commuters recently experienced an unexpected burst of color at TMU subway station, where Tourism Calgary has launched one of its most ambitious marketing campaigns ever. The takeover transformed every advertising space in the station into a vibrant showcase of Calgary’s unique character and charm.
The creative campaign, titled ‘Colours of Calgary,’ features eye-catching solid color backdrops paired with playful phrases that capture the essence of the Alberta city. Messages like ‘Friendliest City In the World Yellow,’ ‘Mmm, Ginger Beef Red,’ and ‘Two-Stepping Denim Blue’ greet passengers throughout the station, sparking curiosity and conversation among daily commuters.
With a budget exceeding $500,000, this six-week initiative represents one of Tourism Calgary’s largest promotional efforts to date. The campaign is part of a strategic multi-year plan to attract more Ontario travelers to explore what the ‘Blue Sky City’ has to offer beyond the famous Calgary Stampede and Rocky Mountains. Tourism officials report the effort has already tripled website traffic from Toronto visitors.
The results speak for themselves, with tourism spending from Ontario increasing by 8.5 percent in 2025, translating to an additional $22 million in revenue. Calgary Mayor Jeromy Farkas has expressed strong support for these creative marketing tactics, emphasizing the importance of positioning Calgary as a year-round destination. Tourism Calgary plans to return to Toronto this fall with another campaign focused on winter activities.
