
While visiting the CBC's news website yesterday, I noticed a strange story. You can refer to the link above to follow along. Basically, the City of Edmonton is going to be spending nearly a half million tax payer dollars to finance an advertising blitz to "educate" Canadians on the merits of Edmonton. But it may backfire.
The fact that the CBC, and other media, have picked up this story is already educating us about Edmonton, in an unintended way: Edmonton is having an identity crisis. This ad is not helping.
But I understand the dilemma. Edmonton is a world-class city with plenty to offer, but they seem to be frequently kicked in the gut. There was the Gretzky trade, the loss of high profile corporate headquarters including pride-and-joy Shaw Communications, and the biggest hurt of all, being north of Calgary.
A friend from Yellowknife, who moved to Edmonton, then eventually to Calgary cautioned me to never underestimate Edmonton's self-esteem issue. He recalled that whenever Edmonton comes out on top of Calgary in ANYTHING, it makes the front page. Edmonton leads Calgary in Environment Initiatives, would be one headline. Calgary's Homeless Population Skyrockets, would be another. It is a constant battle up in Edmonton, a struggle to constantly validate themselves as a bona fide place in the world.
Here's another headline for you, Edmonton. Nobody hates you! We all take a knock at you once in awhile, but its just banter. In the end, your still a recognized city with a cutting edge University, and great sports fans. Here's what you do....
(1) Rise up against your goverment against this expenditure. There's nothing to advertise. Does Stephen Hawking have to advertise that he's smart?
(2) Do not compete against Calgary. Calgary has a well-known momentum going and is becoming an important hub in North American business, and is enjoying success (and finding challenges). Edmonton and Calgary need to communicate more, find out ways to complement each other. This came up in a meeting here last week, our two Municipal governments should knowledge-share more. We're on the same team, basically. Complement, don't compete.
(3) Advertise indirectly. Entice filming, arts, and other sectors to Edmonton. Encourage them to mention Edmonton, sort of like "product placement" advertising, seeing Bruce Willis drinking a Coke in one of his movies. Seek more festivals: a comedy festival, an art expo, a symphony world's fair. You guys rock at festivals. Keep that going.
(4) Do more stuff JOINTLY with Calgary. Co-host something with Calgary, whatever it may be. Calgary is willing, but short on workers and volunteers.
Calgary is only your rival when its Stamps/Esks, or Oilers/Flames time. In the corporate world, Calgary's more obsessed with kicking the holy hell out of Toronto. Calgary's cross-hairs are on Toronto, not Edmonton.
I'm going to recommend something very therapeutic to you, Edmonton. Go out there and buy a Calgarian a beer. Since the Esks are out of it for this year, cheer on the Stamps. I'm not joking. It will be very cathartic.
Keep in touch, Edmonton.