2018 ACE Award of Excellence
In June of 2017, the much debated 'City of Champions' brand had re-emerged as a zeitgeist subject, following an exciting playoff run by the Edmonton Oilers. With the topic riding a renewed wave of interest, the Edmonton Chamber recognized an opportunity to discuss the issue from an angle that had received surprisingly scant attention, specifically: what did a closer examination through the lens of modern branding techniques reveal about the 'Champions' brand?