Taber, Alta., 'ostrich episode' campaign earns marketing awards
The world's attention was drawn to a small Alberta town in 2022 when more than 20 ostriches escaped from a farm. Now, the Town of Taber has some impressive awards to show for it.
On Nov. 24, 2022, a flock of ostriches escaped from a farm near the southern Alberta town.
By the next day, most of the birds were recaptured, but the story had transformed into something special.
Meghan Brennan, the communications and project coordinator with the Town of Taber, helped launch a campaign called #FlightlessBirdsforFoodBanks after seeing the amount of attention the situation drew.
The food drive was such a success that Brennan's efforts earned the community three marketing awards: a Gold Hermes Creative Award, a Communitas Award for Excellence in Community Service and the Platinum MarCom Award. All three accolades are administered by the Association of Marketing and Communications Professionals.
She told CTV News that when she realized what was happening, she knew she had to capitalize on it.
"It's such an absurd situation in anywhere, let alone Taber, we had to have some fun with it," Brennan said.
"We thought, 'OK, why don't we donate to the food bank with turkeys and pull out all the bird puns that we possibly could?'"
Brennan also said the events helped shape future communications from the town.
"After the ostrich episode, we decided to mix things up in how we communicate with our community, seeing how the public responded so well to the humour of our response.
"Since November 2022, we've made a conscious effort to make our communications more fun and relatable, using humor and straightforward language when it fits the situation."
The awards are in addition to the 22 others Brennan has won with the town's administration department since 2017.
CTVNews.ca Top Stories
Judge in Trump's hush money trial threatened to throw witness out of court for behavior on stand
Michael Cohen testified Monday that he stole tens of thousands of dollars from his ex-boss Donald Trump’s company, an admission defence lawyers hope to use to undermine Cohen’s credibility.
What is BORG drinking, and why is it a dangerous trend? An expert explains
If you've been to a party lately and haven't seen someone drinking a BORG, you're likely not partying with college students.
The world's best airline is paying staff a bonus of 8 months' salary
Singapore Airlines will reward its employees with a bonus worth nearly eight months of salary, a person familiar with the matter told CNN on Friday.
Oilers win Game 7 over Canucks, advance to Western Conference Final
The Edmonton Oilers weathered a late Vancouver Canucks charge on Monday night, beating the hosts 3-2 to win their seven-game second-round playoff series in the decisive showdown.
McGill says pro-Palestinian protest outside senior administrator's home 'crosses the line'
McGill University has denounced a pro-Palestinian protest held Sunday outside the home of one of its senior administrators.
Red Lobster probes 'endless shrimp' losses after bankruptcy filing
U.S.-based restaurant chain Red Lobster has filed for Chapter 11 bankruptcy protection in a Florida court after securing $100 million in financing commitments from its existing lenders, the company said on Sunday.
Katy Perry sings goodbye to 'American Idol'
Katy Perry said her goodbyes on 'American Idol' after seven seasons. On Sunday night’s live 'idol' season finale, a medley of Perry's hit songs were performed, including 'Teenage Dream,' 'Dark Horse' and 'California Gurls.'
Microsoft's AI chatbot will 'recall' everything you do on a PC
Microsoft wants laptop users to get so comfortable with its artificial intelligence chatbot that it will remember everything you're doing on your computer and help figure out what you want to do next.
Judge cites error, will reopen sentencing hearing for man who attacked Nancy Pelosi's husband
A federal judge will reopen the sentencing hearing for the man who broke into Nancy Pelosi's San Francisco home and bludgeoned her husband with a hammer after the judge failed to allow him to speak during his court appearance last week.