Calgary habits die hard

Globe and Mail
Simon Houpt
2 April 2010

Who knew Edmontonians considered Calgary as bad as booze or methamphetamines? A new campaign from Edmonton’s Donovan Creative Communications challenges the city’s fine folk to Stop the Calgary habit – namely, the use of Calgary International Airport over Edmonton International. “I had a Calgary habit,” says a businessman in a hyperactively edited, washed-out TV spot. “Started out pretty innocent. Just the odd connection. Then the driving started. Next thing I knew, I was booking everything there.” He looks down. “Calgary,” he says in a tremulous voice. “ I feel so ashamed.” The campaign includes radio, print and some cheeky billboards that appear to show workers draping a banner over a road sign. The idea is that if more Edmontonians used EIA, it might regain its status as a truly international hub. Sounds reasonable. We just hope Donovan isn’t trying to score any Calgary accounts in the near future. Simon Houpt