For almost 40 years, the High Performance Rodeo (HPR) and One Yellow Rabbit Theatre Group (OYR) has been a staple of Calgary’s art & entertainment scene. Known for their iconic festival that takes over downtown Calgary in the deep of winter, OYR brings productions and performers from all across the globe to showcase their talents to the eager audiences of Calgary.
Since 2022, Pedestrian has captured online audiences through a total revamp of OYR & HPR’s social media channels, bringing high-quality imagery, video, and copy to their profiles, and even launching TikTok in 2023. Incorporating strong visuals to hone the High Performance Rodeo’s aesthetic works to humanize the brand and create excitement leading up to and during the festival in January, while keeping curiosities piqued during off season.
In addition to management of their social media channels, Pedestrian worked alongside HPR to create and grow their influencer ambassador program.
Ambassadors
Increase in followers
Views
Impressions
Services
Strategy
Content Creation
Influencer Marketing
Social Media Management
Digital Advertising
The High Performance Rodeo is exhilarating and fun, and is the hottest theatre festival in town for 3 wild weeks in January. Our goal was to create a social media presence that represents the creative and diverse characteristics of the many productions that are chosen to be in the festival each year, while maintaining a high level of allure and panache that will draw audiences in. We knew that elevating HPR’s social media presence, showcasing the team that brings it to life and creating strong relationships with core Calgary Influencers would bring stand-out results, prompt standing ovations, and have followers shouting ‘encore’!
We drew our inspiration for a cohesive feed and elevated content from the New York City Ballet, Edinburgh Fringe, and respectable festivals across the globe, ensuring that our branding stood out in the feed. To take content to the next level and make it more conversational and human we started featuring interviews with the team, the ensemble, Rodeo performers, and of course the audience. Every year we also continue to grow the ambassador program, working with a mix of familiar faces and new influencers to reach new audiences, diversify the program and get audiences excited about the upcoming Rodeo lineup in new and creative ways. Along with content creation, we also launched TikTok in 2023, manage the channels and continue community engagement throughout the year, and run digital ads leading up to and during the festival.
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"An incredible team of friendly, experienced professionals. They provide a high level of insights, recommendations and strategy that is unmatched. Highly recommended." - Ryan Bartlett, Marketing Director, One Yellow Rabbit
