Edmonton Chinatown/
Repositioning a district into a destination through strategy, brand, and campaign execution.
Declining traffic, no unifying narrative/
Edmonton’s Chinatown faced declining foot traffic post-COVID. Businesses operated independently with no shared campaign, no cohesive brand system, and no reason for repeat visits.
Reframe as a destination/
Churchill Strategy repositioned Chinatown as a destination experience. A structured narrative system was built around culture, discovery, and repeatable visitor engagement.
- Destination-first positioning
- Experience-based tourism model
- Gamified engagement systems
- Unified narrative across activations
Multi-layered activation system/
A coordinated campaign system was deployed across physical, digital, and experiential channels.
- Dragon Food Tour (guided experience system)
- Festival programming and seasonal activations
- Explore Chinatown brand system
- Digital + on-the-ground integration
Built for long-term growth/
The campaign transformed Chinatown into a destination experience with repeatable programming, increased engagement, and a scalable tourism model for future growth.
