The new Calgary brand – Blue Sky City – represents more than just a tagline, it is how we collectively talk about and showcase our city around the world. It is a platform to attract people to live, work, and visit the city we love so much.
Below you’ll find information and resources to better understand and leverage the Blue Sky City brand and its tourism expression – “Right out of the blue.”.
The Blue Sky City brand was developed as a three-way partnership between the City of Calgary, Calgary Economic Development, and Tourism Calgary. It was unveiled to the public on April 17, 2024 after extensive engagement and research.
During the engagement, we found that Calgarians wanted an update from the existing ‘Be Part of the Energy’ brand that had been in place for several years. Citizens wanted a brand that honours our past but embraces the Calgary of today and our aspirations for the future.
Calgary is a bold, vibrant, and evolving city, consistently ranked among the top in the world for livability, affordability, and quality of life. Now is the time for us to represent the diversity, excitement, and limitless possibilities that exists here … under our famous blue skies.
A brand microsite was built for the public to learn more about the Blue Sky City brand.
From June to September 2024, Tourism Calgary took the civic brand platform and evolved it further to target our tourism audiences including leisure, B2B, and locals.
We needed to find a powerful, inspirational, and emotive shared narrative that our tourism industry can rally behind. Our new tourism expression, the north star in engaging with tourism audiences within the Blue Sky City brand, is “Right out of the blue.”
“Right out of the blue.” is the new way we will tell Calgary’s stories that are deeply rooted in the unexpected possibilities of our brand.
Tourism Calgary is continuing to lead engagement with various Calgary communities around our new brand platform. Sessions will be offered throughout 2025 to support partners with living the brand and storytelling.
Registration for sessions will be open soon. Watch this page for updates.
Focused partner engagement around seasonal anchors will occur throughout 2025 with:
Start using “Right out of the blue.” with the following resources:
For more information on how to leverage Blue Sky City please contact:
Jeff Hessel
Senior Vice President, Marketing
jeffh@tourismcalgary.com