Okotoks is doubly ‘OK’: tourism ads

Tourism campaigns that plaster subway stations and buses are intended to highlight the magical, mystical qualities of a destination, in an effort to lure transit riders in droves.

That’s why a slew of banner ads for Okotoks, Alta., which can be found on the outside of Calgary subway cars, are puzzling. Instead of highlighting the beauty and splendor of the town, it highlights its…Costco.

The campaign’s tone is delightfully self-aware, poking fun at the obscureness of the bedroom community.

Some standout lines include:

Okotoks: A great place to stop on the way somewhere fun.

Okotoks: We didn’t flood.

Okotoks: Okotoks is just nine kilometres from a big rock.

Okotoks: Okotoks is a town in Alberta

Okotoks: We’ve got a Costco.

Shane W. Olson, economic development manager with the town of Okotoks, says his department worked with the ad firm AdMaki, out of Bragg Creek, Alta., to come up with the campaign.

He stresses that while the banner ads have gone viral, not as much attention has been paid to the inside of the subway cars, which have more flattering ads about the town’s tourism.

“Like it or not, people are talking about Okotoks,” he told Yahoo Canada News. “As a standalone message, that probably wouldn’t work on its own.”

He adds that the campaign started before the Calgary Stampede and is about to wrap up shortly.

Social media reaction was overwhelmingly amused.