1. Marketing the Calgary Stampede to Australia
Stephen Edge
Kai Holloway
Andrew Lai
Tony Vo
Vicky Wong

2. Introduction Market the Calgary Stampede to Sydney, Australia
Strong cultural similarities
Strong economic stability

3. The Calgary Stampede Founded in 1912 by Guy Weadick.
Vision was to celebrate romance and authentic culture of Old West
Evolved into the world famous 10 day Stampede
Attracts 1 million during the 10 days, and 4 million yearly
2008 net income was $10.4 million

4. The City of Calgary As of April 2009, population of 1,065,450
5th largest metropolitan area in Canada
During 2007, 4.85 million visitors to Calgary and Area.
2.95 million stayed at least 1 night

5. Average length of stay

6. Visitors segmented into seasons
Visitors to Calgary and area by season

7. Economy of Alberta Energy is Alberta’s main source of GDP
Roughly accounts
for $89.94 billion

8. Economy of Alberta
$69.1 billion in exports. Crude oil accounts for $30.7 billion, or roughly 44%
Only province to have financial net assets above 0
Third lowest unemployment rate at 6.6%
Highest after-tax family income, median of $75,300.
Canadian average is $61,800

9. Growth from

10. Australia’s Environment: Political
Constitutional monarchy (Australia Act of 1986), with QEII as monarch, like Canada
Very stable government
Strong contemporary Australia-Canada relations: Gulf War (early 1990’s), East Timor (1999), Afghanistan
Common international memberships: UN, Commonwealth, WTO, APEC (Asia-Pacific Economic Co-operation)

11. Australia’s Environment: Cultural
Interpersonal values:
+ sincerity, modesty, humility, punctuality
- pretentiousness
Demographics:

12. Australia’s Environment: Cultural
Geert-Hofstede cultural dimensions:
 Very few cultural differences
Australia
Canada
China
PDI (Power Distance) 36 39 80
IDV (Individualism) 90 20
UAI (Uncertainty Avoidance) 51 48 60
MAS (Masculinity) 61 54 50
LTO (Long-term Orientation) 31 23
118

13. Australian Law Legal Environment State Territorial Power Federal Power
Laws on trade
Taxation
Commerce
Defence
External affairs
Immigration and citizenship
State Territorial Power
Anything else

14. Legal Environment Equal treatment of foreign firms
Excellent competition law
Excellent independent judiciary
Strict intellectual property protection

15. Business Environment Quarter Ended Change from previous year (%)
Inflation over previous year (%)
Unemployment rate (%)
Dec 2009
2.0
2.1
5.6
Sep 2009
1.0
1.3
5.8
Jun 2009
0.3
1.5
Mar 2009
2.5
5.4
Dec 2008
0.6
3.7
4.5
Sep 2008
5.0
4.3
Jun 2008
2.7
4.2
Mar 2008
4.0
Dec 2007
3.9
3.0
4.4
Sep 2007
1.9
Jun 2007
Mar 2007
3.5
2.4

16. Business Environment Time zone is 10 hours ahead of GMT
Corporate income tax = 30%
No restrictions on trade related payments
Low salaries for highly skilled labor
Economic operating costs
Comprehensive infrastructure at competitive prices
Sydney is a global city at an affordable price

17. Business Environment Prefer win-win negotiation style
Greetings relatively casual
Very friendly
Very matter of fact
Appointment necessary

18. Business Environment Business attire conservative
Presentations fact based
Very direct
Negotiations quick
Decision making slow

19. SWOT ANALYSIS STRENGTHS seasonality excellent political relations
common language
Rodeo and Rocky Mountain getaway
few barriers to overcome to do business
Calgary Stampede celebrity
appearances
- Possibility of US excursion
WEAKNESSES
OPPORTUNITIES
THREATS

20. SWOT ANALYSIS STRENGTHS seasonality excellent political relations
common language
Rodeo and Rocky Mountain getaway
few barriers to overcome to do business
Calgary Stampede celebrity
appearances
- Possibility of US excursion
WEAKNESSES
Distance
little to no prior exposure of our marketing campaign
existing Rodeo market in Australia
Canada and Australia may be too similar
High advertising costs
OPPORTUNITIES
THREATS

21. SWOT ANALYSIS STRENGTHS seasonality excellent political relations
common language
Rodeo and Rocky Mountain getaway
few barriers to overcome to do business
Calgary Stampede celebrity
appearances
- Possibility of US excursion
WEAKNESSES
Distance
little to no prior exposure of our marketing campaign
existing Rodeo market in Australia
Canada and Australia may be too similar
High advertising costs
OPPORTUNITIES
Advertising outlets: billboards, radio, television, etc.
46% of foreigners come to Calgary from July- Sept
partnerships
Sydney’s airport and excellent infrastructure
Australia’s strong economy
THREATS

22. SWOT ANALYSIS STRENGTHS seasonality excellent political relations
common language
Rodeo and Rocky Mountain getaway
few barriers to overcome to do business
Calgary Stampede celebrity
appearances
- Possibility of US excursion
WEAKNESSES
Distance
little to no prior exposure of our marketing campaign
existing Rodeo market in Australia
Canada and Australia may be too similar
High advertising costs
OPPORTUNITIES
Advertising outlets: billboards, radio, television, etc.
46% of foreigners come to Calgary from July- Sept
partnerships
Sydney’s airport and excellent infrastructure
Australia’s strong economy
THREATS
-Australia’s existing rodeo cannibalizing our marketing efforts
- Australia’s strong dollar

23. RISKS AND MITIGATION RISK MITIGATION
- Presence of domestic Rodeo’s which may act as substitutes
Emphasize Calgary Stampede claim to being world’s largest outdoor rodeo
Calgary Stampede’s star power
Close proximity to many other tourist attractions

24. RISKS AND MITIGATION RISK MITIGATION
Canada and Australia may have too much in common
July is Australia’s winter and Canada’s summer
Stampede tour package which includes Banff and Jasper as an optional excursion

25. RISKS AND MITIGATION RISK MITIGATION Exchange rate risk
- Canadian firm can enter into foreign exchange contracts for the interim period, effectively eliminating exchange losses.