Each year, Thomson Reuters invites select customers to a special event during the annual Calgary Stampede in Alberta, Canada. To ensure its success, we created a graphical theme that played up the fun, rawhide character of the Stampede—one of the world’s premier rodeo and cowboy celebrations. Our “Escape the Herd” theme, logo and graphics were expressed through attention-getting email invitations, western wear worn by Thomson Reuters staff, and even a festive “vodka luge” at the event. Result: a smashing success and a rootin’ tootin’ time had by all.
